Market Segment Analysis
Determine and describe the current primary segment. The client has an interesting question. What target market can be perceived by current messaging for the product/service? Visit the public website for your company’s product/service. Based on the information available and any other publicly available information, infer the primary target market based on the messaging you find.
Describe the primary segment you believe your company is targeting for this product/service. Focus only onthis product/service (e.g., for Disney+, focus on just the streaming service, not the parks or other Disney offerings).
Describe the primary segment in terms of the behavioral, demographic,and psychographic characteristics for the segment. Give this segment an appropriate name. See, Segmenting and Targeting Markets and Customers in Learning Resources.
Types of Segmentation Bases
• Behavioral segmentation
• Demographic segmentation
• Geographic segmentation
• Psychographic segmentation
Classify the primary segment according to one of the VALS types discussed in the Segmenting and Targeting Markets and Customers Learning Resource.
