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MBA FP6012 McAndrewVanessa Assessment3 Attempt1

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Running head: MARKET SEGMENTATION 1
Market Segmentation and Product Strategy
Vanessa McAndrew
Capella University

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MARKET SEGMENTATION 2
Market Segmentation and Product Strategy
Identify the Market Segments
The process of segmenting the market involves the identification of the important
differences that are exhibited by different consumer groups and therefore improving the services
offered to each group. The segmentation that is effective to the Coca-Cola is based on
behavioral variables of the consumers, demographic variables, and segmentation based on the
benefit that the customers seek from the product. The segmentation based on demographic
variable depends on the characteristics of the consumers such as levels of income, their levels of
education, gender, and age of the consumers. Coca-Cola has achieved to segment its market
depending on the demographic patterns of its consumers all over the world. The market for this
product has been segmented depending on benefit sought by the consumers all over the world.
This is after the realization that different groups of consumers have different preferences from
the same product. This has led to the segmentation of the market to suit consumers that require
the product in it is sugary form and the market that prefer the product without sugar. The
segmentation has led to the production of Coca-Cola Zero sugar to meet these demands of the
market (Duuyuuu, 2016). The zero sugar Coke is preferred by the older market consumers while
the sugary product is meeting the needs of, the younger consumers. However, this has been made
from the same product, which has only been modified to meet the different market segments.
Serving the Wants and Needs of Each Target Segment
Coca-Cola has the major consumers as the young adults. The major objective of this
product is to recognize and appreciate the young generation, which forms the segment on
consumer behavior. This is the major need and wants of the young people, which the product has
utilized through getting closer to the consumers, a characteristic that makes the brand appear

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Running head: MARKET SEGMENTATION Market Segmentation and Product Strategy Vanessa McAndrew Capella University 1 MARKET SEGMENTATION 2 Market Segmentation and Product Strategy Identify the Market Segments The process of segmenting the market involves the identification of the important differences that are exhibited by different consumer groups and therefore improving the services offered to each group. The segmentation that is effective to the Coca-Cola is based on behavioral variables of the consumers, demographic variables, and segmentation based on the benefit that the customers seek from the product. The segmentation based on demographic variable depends on the characteristics of the consumers such as levels of income, their levels of education, gender, and age of the consumers. Coca-Cola has achieved to segment its market depending on the demographic patterns of its consumers all over the world. The market for this product has been segmented depending on benefit sought by the consumers all over the world. This is after the realization that different groups of consumers have different preferences from the same product. This has led to the segmentation of the market to suit consumers that require the product in it is sugary form and the market that prefer the product without sugar. The segmentation has led to the production of Coca-Cola Zero sugar to meet these demands of the market (Duuyuuu, 2016). The zero sugar Coke is preferred by the older market consumers whil ...
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Very useful material for studying!

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