M. M. Lafleur is a retailer who sells workwear for a specific market -professional women who do not to spend time shopping. You can required to make some important recommendations to this company

• The case offers the opportunity understand and apply the concepts of segmentation, targeting and positioning (STP)
• Based on the foundational concept of STP, students learn to develop the marketing mix
• The case provides and opportunity to understand how STP and marketing mix are applied in a retail business.

Questions

1. How does M.M.LaFleur segment the market? Be specific and thorough
2. How does M.M.LaFleur target the market? Be specific and thorough
3. What strategies should M.M.LaFleur pursue to grow the company?

M.M.LaFleur, a clothing company based in New York, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group-working women who didn't like shopping. Despite the challenging customer base, the company grew steadily since inception. By June 2019, six years after the company was founded, M.M.LaFleur had grown from a small start-up company into a thriving business with a loyal customer base. The company's results were easy to be impressed with, but what could M.M.LaFleur do to continue its strong growth and momentum? M.M.LAFLEUR Sarah LaFleur founded M.M.LaFleur in 2013. Her goal was to rethink the process of professional women shopping for work clothes. Her company's mission was to take the work out of dressing for work. LaFleur recruited Mikako Nakamura, a designer who had experience working with major fashion labels such as Zac Posen, to lead the creation of the M.M.LaFleur collection. Shortly thereafter, LaFleur recruited Narie Foster to serve as chief operations officer. She explained her decision to bring Foster on board: Narie came on a week before our first trunk show because at that point I felt that I didn't have enough time in the day. Because we had worked together before at Bain consulting, I knew that Narie could do everything that I could do and vice versa so we could basically replicate each other.' LaFleur, Nakamura, and Foster formed the company's leadership and remained M.M.LaFleur's management team from that time on. The three women described their company as a styling service for professional women. THE M.M.LAFLEUR CUSTOMER I am so sick of the stereotype that all women are shopping-obsessed. Sarah LaFleur