Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
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Abstract
This note was written to discuss market segmentation approaches. The information originates in a real life decision-making situation and should be used to transmit the same feeling to the participants. Clearly, positioning brands requires consistent thinking across the many age, season and style offerings. Groups could be asked to position different competitors and a ''new'' emerging dynamic could be discussed. Ideally it should be used together with ''The Brazilian Textile and Apparel Industries in 1994'' (396-102-5) as background material.
About
Abstract
This note was written to discuss market segmentation approaches. The information originates in a real life decision-making situation and should be used to transmit the same feeling to the participants. Clearly, positioning brands requires consistent thinking across the many age, season and style offerings. Groups could be asked to position different competitors and a ''new'' emerging dynamic could be discussed. Ideally it should be used together with ''The Brazilian Textile and Apparel Industries in 1994'' (396-102-5) as background material.