How is the market segmented? What are the key customer motivations and unmet needs?Explain.

Conduct a thorough analysis of this category’s customers, competitors, market, and environment from the perspective of PowerBar.

In particular, address the following issues:

a. How is the market segmented? What are the key customer motivations and unmet needs? What are the similarities and differences among the segments? How might a company link customer motivations to value propositions?

b. Identify the competitors. Who are the most direct competitors? The indirect competitors? Substitute products? What are the strategic groups?

c. Develop and justify a position on the issue of customer segmentation. What are the alternative views that may exist?

Course Text:

Aaker, David A. (2011) Strategic Market Management, 9th edition, Hoboken, New Jersey: John Wiley & Sons, Inc.

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