You and your team will be working this week on
crafting marketing and advertising strategies to capture market share for the
five market segments as seen below. Our
companyâs name is TECH GENIUS, INC
1. The Cost Cutter segment is a large segment
that looks for a very easy-to-use computer for very basic office applications.
The segment is very price sensitive.
2. The Workhorse segment is the largest group of
customers. They want a PC for a variety of office workers to use. It should
have substantial capability and flexibility, although not top of the line. Ease
of use is more important than high performance. It should also be modestly
3. The Innovator segment is a small segment that
uses a computer for large computational problems (engineering, accounting,
inventory management). The segment wants the latest technology and will pay a
small premium for this high
4. The Mercedes segment is looking for a high-performance
computer to use in sophisticated engineering and manufacturing applications.
Mercedes customers are willing to pay substantially more for high performance.
At the start of the exercise, Mercedes customers are not in the market for PCs.
They prefer mainframes and minicomputers. It is not likely that Mercedes customers
will be willing to buy until sometime in the second year when new computer
5. The Traveler segment wants a practical computer
to use on the road. Traveler customers are executives and salespeople who
travel a great deal. This segment is moderately price sensitive.
and Bruce (2003) state âYour overall marketing strategy should include an integrated
marketing communication (IMC) strategy. That is, all forms of communication with
your target audience should be designed to have a common message and support each
otherâ (pg. 163). To achieve penetration to your target markets, you must keep
consistency but also differentiate your
advertisement campaigns to accommodate for individual market segments.
âAdvertisers use multiple outlets to ensure you place advertisements in media
that that their ad campaign is seenâ (Cadotte & Bruce, 2003,
p.165). Social media is a relative newcomer to
the marketing and advertising toolbox and must be integrated carefully into the
overall strategy and more importantly into the strategy for each target
In a 4-6 page APA formatted paper excluding
title page, reference page, abstracts, diagrams, and other visual/oral aids as
appropriate, you will:
?Report on the leading edge
trends in integrating social media into traditional marketing and advertising
recommendations for incorporating social media into the market segments your
company is targeting (Workhorse-1 & Mercedes-2). Offices in NYC, Toronto & Tokyo
?Include a detailed
discussion of how these recommendations fulfill the balance of integrated and
differentiated requirements as recommended by Cadotte and
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