Choose a firm

a

$)$

$$Target Market and Customer Buying Behavior

A description of the primary and secondary target markets for this company, based on demographic

$($

$\text{'}$

age

$\text{'}$

$$or 'generational group' such as 'baby boomers' or 'generation

$$

$\text{'}$

$\text{'}$

$,$

$$gender$,$ income level, family

size, occupation, education level, and marital status, etc.

$)$

$,$

$$psychographic

$($

attitudes

$,$

$$beliefs$,$ emotions:

desire for status, enhanced appearance, social responsibility, etc.

$)$

$,$

$$and geographic

$($

a local, state,

region, or country

$)$

$$characteristics$.$

Also, explain whether you think these two target market segments are: actionable, identifiable,

substantial, and reachable? Use a table like the one below for each target segment:

How important are the following groups in influencing the buying decision of the primary and

secondary target markets? Describe their family, their reference group, and culture clearly here.

Do the target customers have

$\_$

a

$\_$

tendency

$\_$

to cross shop?

What else is important for these customers when choosing a brand?

b

$)$

$$Brand Strength Evaluation

In this project, your main goal is to assess the strength of the chosen brand's strength and give it an

overall score between

$0$

$$and

$100$

$.$

$$You will achieve this by evaluating this brand on the following ten

distinct components and assign a score between

$0$

$$and

$10$

$$for each component:

Internal factors

$($

next four below

$)$

$$are reflected in what the CEO or other senior officials as well as

employees say in interviews. The best sources to find support for these factors are interviews in

media such as trade journals

$($

e

$.$

g

$.$

$,$

$$Bloomberg BusinessWeek

$)$

$.$