In chapter 6 of Marshall, you learned that effective segmentation, target market

Question

In chapter 6 of Marshall, you learned that effective segmentation, target marketing, and positioning favorably impact marketing management. Choose a local company, the one you work for, or you would like to work for in the future. From information available from LETU Library EBSCOHost database, internally from the marketing department or online from the company’s website, develop a managerial report (not APA format) based on the current products and services offered by the company. Include appropriate diagrams, charts or tables that both explain the following concepts and offers your analysis.

Market Segmentation: Consider the various approaches to segmenting the market(s) of your client firm. What segmentation approaches (Marshall, pp. 161-177) do you recommend? Evaluate your proposed segments against the criteria for effective segmentation (Marshall, pp. 160-161).Why do you recommend these approaches over other available approaches? What does this evaluation lead you to conclude about the best market segments for the company?

Segment Analysis: Analyze each potential segment on your list using the three steps you learned in the chapter (Marshall, pp. 177-180): (1) assess each in terms of segment size and growth potential, segment competitive forces, and strategic fit of the segment; (2) for the short set that emerges, develop profiles of each potential target market, and then identify each of your final set as primary, secondary, tertiary, or abandoned; (3) select the target marketing approach for each of your primary targets.

Compelling Value: Identify the likely sources of differential advantage for these products or services (Marshall, p. 183). In other words, why are these more valuable to customers than competing products?

Textbook:

Marshall, G. W., & Johnston, M. W. (2015). Marketing Management: Chapter 6: Segmentation, Target Marketing, Positionin, and CRM. New York, NY: McGraw-Hill Education

Explanation / Answer

Company Selected: Under Armour

Introduction:

The company was founded in 1996 by CEO Kevin Plank and public since late 2005. It is the manufacturer of compression t-shirts and then slowly moved into a global designer and major supplier of long and good performing items such as follows:

Segmentation and Related Strengths:

But there are certain critical issues to look into marketing spend and related areas:

Further opportunities in product categories and new market segments:

How to face competition better:

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