Target Segment

Conversation

Susan

PRODUCT DEVELOPMENT is the foundation of the 4 P's. If you do not get the PRODUCT right, how you PROMOTE, PLACE, or PRICE means little. Our Director of Product Development will lead you through this very important process.

Rachel

Hello, I'm Rachel and I am Director of Product Development. Click on the SEGMENT tab and review the PROFILE for each market segment. You'll find market data to analyze that will help you develop a product that appeals to the PREFERENCES of each segment.

Rachel

Balancing design and cost helps you achieve profit while appealing to customer interest. Click on BACKPACK and review the STATS that affect PRODUCTION COST. We have decided to target the OUTDOOR ENTHUSIAST market segment. For this segment, our PRODUCTION COST should not exceed $50.

Rachel

We need to achieve 85% FEATURE DESIRABILITY. FEATURE DESIRABILITY is a measure of how well your backpack design aligns with your segment's PREFERENCES. Which of the following is the most important CHARACTERISTIC for the OUTDOOR ENTHUSIAST segment?

Capacity

Comfort

Durability

Eco-Friendly