This case is suitable for both undergraduate- and graduate- level courses in marketing. The case demonstrates the key marketing concepts of segmentation and targeting, including how these concepts differ and support each other. Specifically, the case highlights how the use of multiple segmentation bases (i.e., demographic, psychographic, and behavioural factors) can be effective in identifying a target market. The case illustrates how firms can effectively target their desired customer in multiple ways. In addition to offering an opportunity to discuss and understand segmentation and targeting, this case also provides a basis for discussing the four P's (product, price, place, and promotion) of the marketing mix. After working through the case and assignment questions, students will be able to ·describe the company's product, and how decisions related to product, price, place, and promotion support its product strategy; ·assess the role that segmentation and targeting strategies play in creating customer value; and ·provide recommendations for the company's growth strategy.

segmentation; targeting; marketing mix

Undergraduate/MBA

Retail Trade
United States
Small