For the company YMCA

Marketing strategy$$ product$/$service focus and goal setting $(15$ marks$)$:

a$.$ Stage of the product life cycle:

In which phase of its lifecycle is the product? Explain your rationale and identify what strategies they

have adopted or need to adopt to extend their lifecycle or develop a new product.

b$.$ Segmentation:

Outline your segmentation strategy$/$analysis and selecting best target market$($s$)$ and explain related

target market profile$($s$)($you may create new segments$)$ including demographics, psychographics,

behaviours, and geographical considerations.

c$.$ Differentiation and positioning:

Position the product and review positioning statements to drive marketing mix $($you may reposition the

brand$).$

d$.$ Marketing Objectives:

Objective can be behavioral $($e$.$g$.,$ sales, market share, profit etc.$)$ and$/$or attitudinal $($increase in consumer

attitudes, awareness, recall, liking, etc.$)$ and they need to be SMART $($Specific$,$ Measurable, Attainable, Relevant and Timely$)$

provide References.