CASE STUDY: MM LaFleur: Market Segmentation and Targeting CASE SYNOPSIS In 2013, Sarah LaFleur founded M.M. La Fleur New York, which has become a successful retailer of workwear for a specific group of customers -professional women who do not want to spend time shopping. To effectively serve its target customers, M.M. LaFleur has created a clothing collection with their specific needs in mind. For example, the clothes and fabrics are wrinkle and swatresistant, and the garments are designed for typical body shapes and sizes. Customers can shop online through the company's website or attend showrooms, popup stores, or trunk shows, where sales associates provide attentive personal service. However, the most successful venue for the company's sales is a feature called the M.M. LaFleur "bento box," which is responsible for 80% of the company's revenue. Over its five years in operation, the company has grown considerably, but the founder now wonders. By June 2019, M.M. LaFleur had grown from a small start up company into a thriving business with a loyal customer base. The founder was pleased with her company's results, but wondered what steps to take for continued growth and expansion . CASE STUDY QUESTlONS Based on your previous reading of MM tat-"fear: Market Segmentation and Targeting, treat the following questions each independently . I. What does MM LaFleur sell? Organize your discussion of the offering according to the 3 levels of a product: the core, the actual and the augmented product. Next, discuss the price, place and promotion strategies of the company as described in the case. 2. How does MM LaFleur segment the market? Note that consumer markets are typically segmented based on geographic, demographic, psychographic and behavioral factors. 3. How does MM LaFleur target the market? Keep in mind that companies can use any of the following four targeting strategies or a combination of those: undifferentiated, dierentiated, concentrated and customized or micro -targeting . 4. What strategies should MM LaFleur pursue to grow the company? Base you argument on the four strategic growth options that any company can consider, namely: market penetration, market development, new product deveiopment and diversication