T ype one or two sentence for each bulletpoint.

Product: Dyson Vacuum

Segments: Age rate from 30 to 45, Women use (house Wife), Highincome, Pets owners. Family with Kids.

Segmentation

1) Evaluate each of the two segments for viability by completing the following for each segment.

a)Name the segment (Name should align with a profile of the typical segment member).

b)Heterogeneous: Explain how the segment is meaningfully different from other segments

c)Measurable/Substantial: Provide evidence with secondary research of the approximate size of each segment.

d)Actionable/Responsive: Name at least one aspect of the marketing mix that will be unique to this segment and explain why it is important to members of this segment.

2)Evaluate each of the segments for attractiveness by completing the following for each segment:

a)Financial considerations:

• Segment size - Number of customers in each segment
• Growth rate - Percentage growth of the segment
• Proportion of overall market - Percentage of the overall market (Current and Future Proportions)

b)Structural Attractiveness

Competitors:

How many competitors are there for this segment?

How dominant are the competitors for this segment?

What is their market share and likely growth rate?

What degree of competitive rivalry exists for this segment?

Are there significant indirect competitors for this segment?

Distribution:

What is the ease in gaining sufficient distribution?

Can existing distribution channels be used?

Do new distribution relationships need to be formed?

c)Strategic Direction fit with the firm:

Does the segment fit with the strategic direction of the firm?