Scenario: You decide to open a no-kill animal shelter.

1. Identify the top 3 competitors you may face in the marketplace. Provide some rationale for your choices.

2.Your business may be better suited for business to consumer (B2C) or business to business (B2B) but for this activity please provide choices for both markets as follows:

a) Using the Bases of Segmentation from the lesson provide a detailed description of the (B2C) consumer segments for your product or service (i.e. Geographic, Demographic, Psychographic, Benefit, and Usage Rate).

b)Provide a detailed description of how your product or service will be segmented for the B2B market (i.e. Firmographics, Company Characteristics, and Buying Processes).

3. Explain your target market strategy (i.e. Undifferentiated, Concentrated, Multi-segment)

4. Explain how you would position your product in the consumer market using the Positioning bases (i.e. Attribute, Price and Quality, Product User, Product Class, Competitor, Emotion).