General Information On The Fitness Industry Essay

BSBMKG408 Conduct market research Part A: Conduct and report on initial research General information on the fitness industry and fitness industry trends, including the sources you have used to find this information. Fitness industry general information: - The fitness industry is an industry which any person, business or organisations who focuses on exercise, health, and overall maintenance of the body participate in. - Fitness industry includes both profit and non-profit organisations whose aims are to promote healthy lifestyles, fit and strong body. - Governmental bodies and non-profit organisations tend to focus on information while for-profit companies provide specific infrastructures such as gyms, swimming pools, sports fields, massage service, etc. Fitness industry trends: - Organisations both private and public are more active in supporting and promoting fitness activities - Fitness educational programs designed for average public fitness consumers is on the rise. - Advanced technology becomes important part in fitness industry such as equipment and on-demand training video. - Increase in faith-base fitness programs as a social mean for people from the same faith. - Change in ranking of training such as high-intensity training, weight control, and wearable technology, etc. This rise and fall of each particular type mainly is a result of new technology being introduced. Now, wearable is on the rise and taking number one spot in popularity. - Fitness businessesShow MoreRelatedGeneral Information On The Fitness Industry2243 Words   |  9 Pagesinitial research General information on the fitness industry and fitness industry trends, including the sources you have used to find this information. Fitness industry general information: It is concerned with the fitness side of business Equipment, space and training are the main focus areas that are done in exchange for a membership fees Gyms are distinguished through the size of the gym or training specialties that are developed for a niche market within the fitness industry The other traditionalRead MoreGeneral Information On The Fitness Industry1651 Words   |  7 Pagesct market research Part A: Conduct and report on initial research General information on the fitness industry and fitness industry trends, including the sources you have used to find this information. Fitness industry general information: Businesses in most industries, observed that operates health clubs, fitness centers and fitness and a range of fitness and exercise services. Conversely, the recognition and the introduction of education on the importance of a healthy lifestyle. Will avoid theRead MoreFitness Industry General Information : Gym, Health And Fitness Club1451 Words   |  6 Pages Fitness industry general information: †¢ Gym, Health fitness club †¢ Personal Trainer service †¢ Sauna †¢ Meal and beverage Fitness industry trends: †¢ Yoga studio †¢ Technology system †¢ Clean foods delivery †¢ Mobile health applications Sources you used to find this information: †¢ articles and advertisements: Advertising on internet. Ex, Google searching fitness plan or YouTube searching fitness plan. †¢ clients and suppliers: †¢ Suppliers who can give you a useful information about diet. †¢ Ex, ClientRead MoreMarketing Industry : Target Customer, And Competitor Analysis835 Words   |  4 PagesExecutive Summary  Industry, Target Customer, and Competitor Analysis Key Characteristics of the Industry (Industry size and growth rate) With the epidemic of obesity that is going on here in the United States, fitness and healthier lifestyles has become very popular. Fitness trainers work primarily at fitness and recreational sports centers. About 265,000 people work as fitness trainers and coaches. About, 20,000 teach recreation and fitness studies at the postsecondary level. Most of the revenueRead MoreNew Product: Nike Fitness1525 Words   |  6 PagesNew product: Nike Fitness As more people become more health conscious, expanding to include fitness centers in their campaigns would be a great step for Nike, especially to compete with a fitness-focused company like Reebok. As the number one sport supplier and their relationship with their sponsored athletes, future consumers would definitely try their new products. They currently have the Nike Run Club and the Nike Training Club that both are free at select NIKE Stores in the United States. NikeRead MoreThe Key Market Success Factors For This Industry848 Words   |  4 PagesFitbit will need to focus on continuing to build their user base and establish credibility as a fitness or health expert to lock out new entrants and play with established fitness brands like Nike. The analysts at Moor Insights Strategy have described some of the key market success factors for this industry (2013). Devices must be easy and intuitive to use, comfortable to wear, and reliable. As sensors grow smaller and smaller, the ability to integrate them into wearable devices without impactingRead MoreHistory Of Agency / Organization : Life Time Fitness1366 Words   |  6 PagesAgency/Organization Life Time Fitness was founded in 1990 as a Minnesota corporation under the name FCA. It wasn’t until 1992 that the name Life Time Fitness was registered for use. In July 1992, Bahram Akradi opened the first Life Time Fitness center in Brooklyn, Minnesota, roughly calculating 30,000 square feet in size. In order to open Life Time Fitness, Afraid had to convert all of his assets into cash as well as join up with a group of shareholders. Today, Life Time Fitness has over 140 centers acrossRead MoreBosu Trainer Case Study Essays1311 Words   |  6 PagesSTUDY Class: ITM 200- Business Information Systems Assignment: Case Study 1 (Chapter 3) Subject: Business Process Management Company: Bosu Fitness Industry: Exercise Equipment Industry Author: Date: Overview The Bosu balance trainer was invented in 1999 by David Wreck the name Bosu means â€Å"Both Sides Utilized† because this exercise equipment has two sides. The two sides of the exercise equipment can be used for training with any kind of work out fitness. Bosu reflects a philosophy inRead MoreSample Resume : Snap Fitness1680 Words   |  7 Pagesfastest growing businesses in the United States is the health industry. Business owners are investing and purchasing fitness franchises that offer low-cost membership as well as convenient hours. Snap Fitness is one of those franchises that have over 1,400 locations worldwide. One of the reasons that Snap Fitness would be beneficial to invest in and also to purchase is because it is a growing industry. â€Å"Economically, the health club industry has proven to be recession-proof, as health-minded consumersRead MoreBusiness Pl Mr. Fit Life1457 Words   |  6 Pageswill serve as the business plan for the men’s retail fitness ap parel store â€Å"Mr. Fit Life†. The paper will cover the vision, mission, and strategy for this start-up business and delve into items such as: marketing strategy, company logistics, and financial planning. The objective of the business plan is to provide sufficient data to have the business considered for funding and mitigate assessed risk. Executive Summary The global sports and fitness clothing market is expected to soon reach over $125

Ku Klux Clan ( Kkk ) - 851 Words

Ku Klux Clan (KKK) The Ku Klux Clan, notoriously known as the (KKK), was first established as a social club. As time progressed, the clan became an underground movement dedicating itself to violent acts of terror. The clan’s primary goal was to repress Republican leaders and voters, both white and black, in attempts to restore white supremacy. The Federal Government attempted to step in and intervene but consequently failed in their attempts. The ratification of the Fifteenth Amendment was colossal, prohibiting states the power to deny citizens the right to vote because of race, color, or servitude. This Amendment was a direct result of southern states failing to adhere by the rules of the Fourteenth Amendment. Overall, the Federal Government stepped up and played their part with the ratification of the Fifteenth Amendment. However, it’s one thing to actually ratify something, and it’s a completely different ball game when attempting to enforce it. †Å"Republicans had great success in passing their legislative agenda for Reconstruction in Washington, D.C., but the enforcement of those laws in the south remained very much in question.† This is a perfect example of the Federal Government intervening but not progressing on the situation at hand. Another great example of this is, â€Å"The twenty thousand federal troops stationed in the South in 1867 were not nearly enough to pacify regions such as Carolina up-country, where Klan was at its greatest strength.† Again, theShow MoreRelatedThe Ku Klux Klan ( Kkk )1554 Words   |  7 PagesThe Ku Klux Klan (KKK) came into being in 1865 and was widespread in the southern states of the USA. It was founded by former Confederate veterans in Pulaski, Tennessee. It was a movement, formed after the civil war of America, to oppress the Republican Party’s policies of reconstruction. Few years after its formation, the movement engaged in war, fear and hatred in the war-rav aged south. The group’s activities during this period have had adverse effects on the American society that still haunt themRead More The Ku Klux Klan (KKK) Essay1630 Words   |  7 PagesThe Ku Klux Klan (KKK) In world history, those who have helped to build the same culture are not necessarily of one race, and those of the same race have not all participated in one culture. In scientific language, culture is not a function of race (Benedict). The sad fact is that many races are discriminated against. Discrimination is defined as the act of perceiving and making evident the distinctions between two different groups of people. There have been many groups that have been veryRead MoreThe Beginning Of The Ku Klux Klan749 Words   |  3 PagesThe start of the Ku Klux Klan (KKK) in 1866, expanded throughout most of the southern states by 1870. This Klan is known for its discrimination against African Americans, which has had major effects on today’s society. â€Å"Making or perceiving differences and distinctions,† is the definition of discrimination (Webster dictionary). Not only did they discriminate against Africans Americans but also Jews, and Catholics (history,com staff). Since the birth of the KKK society was not only affected by theRead MoreThe Ku Klux Klan And The Civil Rights Movement1411 Words   |  6 PagesFounded in 1866, the Ku Klux Klan (KKK) extended into almost every southern state by 1870 and became a vehicle for white southern resistance to the Republican party’s reconstruction-era polices aimed at establishing political and economic equality for blacks. Its members waged an unseen war of intimidation and violence directed at white and black republican leaders. Through congress passed legislation designed to stop and contain Klan terrorism, the organization saw its primary goal fulfilled throughRead MoreThe Ku Klux Klan Is A Gang With A Notorious Past940 Words   |  4 PagesThe Ku Klux Klan is a gang with a notorious past. The clan started off as a group of people defying the southern state’s laws, but it turned out to be one of the most terrifying gangs of the nineteenth century. It all started during the election of U lysses S. Grant, when most of the democrats in the south created groups to terrify the African Americans. It was a violent gesture to any of the minorities who wanted to gain political attention. They banded together in Pulaski, Tennessee in 1865, consistingRead MoreFederal Government s Intervention Into The Ku Klux Klan s Activities2284 Words   |  10 Pagesthe Ku Klux Klan’s Activities In the late 1800’s, during the period of Reconstruction, there was fear and hate of African Americans by white southerners. This fear and hate rooted from the fact that African American’s now had the same rights and freedoms as white people. This caused an uproar. Because of this, people were coming together and sharing their feelings and ideas about the newly freed African Americans. This is how the KKK, also known as the Ku Klux Klan, came about. The Ku Klux KlanRead MoreThe Mindset Of The Racist South879 Words   |  4 Pagesformed was the Ku Klux Klan, the KKK were the main group who cause the most pain for the freed black and their supporters. To understand why they did what they did you need to know how they started. They were formed the winter of 1865 by six retired Conferdit shoulders. They form this group in the town of Pulaski, Tennessee, when they were forming they had to decide on what to be called. This is when KKK came to be, the KKK went for the name be cause of the meanings of the words. Ku Klux was pulled fromRead MoreThe Birth of The Ku Klux Klan Essay1981 Words   |  8 PagesThe Birth of The Ku Klux Klan How the KKK was started / how they got there name .................page 3 How they got there disguises........................................................page 4 Jokes that they would play on the blacks......................................page 5 How they would initiate members.................................................page 6 Names that members had and that were given..............................page 7 Expanding The Ku Klux Klan................Read MoreThe Ku Klux Klan And The Civil Rights Movement1237 Words   |  5 Pageswanted them to believe in. The creation of the Ku Klux Klan (KKK) was a major contributing factor to racism and prejudice in America for over 100 years. Many opposed the KKK, but there was a slight few that supported the Klan, glorifying them and their cause. The Ku Klux Klan is known as a racial hate group, who forced African Americans and other minorities to live in fear, and influenced many social and economic issues of American culture. The Ku Klux Klan was founded in 1866 in Pulaski, TennesseeRead MoreThe Ku Klux Klan And American History1042 Words   |  5 PagesPatty Martin World History Section 4 4-29-16 The Ku Klux Klan For much of American history, ethnic groups other than caucasian have struggled greatly. One of the groups that has struggled a lot is African Americans. This group has had to suffer through slavery and segregation for the purpose of much of American history. Their struggle became more difficult in the occasion of the Ku Klux Klan (Ku Klux Klan) was founded. The formation of the Ku Klux Klan was one of the main factors of the bloody

Street Children †Bangladesh Free Essays

STREET CHILDREN – BANGLADESH Children in Bangladesh have to face many challenges. In Bangladesh over 40 million people are living below the poverty line and most of these families do not have own land. They are living and farming in flood-prone areas and face yearly natural disasters, inefficient agricultural technologies, low education, a polluted environment. We will write a custom essay sample on Street Children – Bangladesh or any similar topic only for you Order Now These family did not get proper health services and is in limited employment. Undernourishment is the common issue for the children. 50 percent of children under age 5 are undernourishment. Children are facing imperative problem with schooling. Very small percent of them complete their primary education. Among them only 40 percent girls complete their primary education. In this situation they need our help. Help the children†¦. This is my very small step to help the Street Children in Bangladesh. They need our help. So we should forward our good hand to help hem. For doing this kind of great job money is not only the solution, we need the people with good heart and I think you are the one of them. I hope your cooperation to do something good for the children. So come on and cooperate with us with your good think, knowledge, even with a single word. Help the children†¦. If you are stuck for a few minutes at a traffic signal in the Bangladesh capital Dhaka, you will probably see children rushing up to the windows of your vehicle. Some of these children carry flowers; some have a stack of books in the crook of their arms, some carry bundles of newspapers and some have candy for sale. They try their best to earn sympathy from commuters to sell their goods. This painful scene is ubiquitous on the streets of Dhaka. These street children are known as Pothoshishu. The street is where they earn their living. The total number of street children in Bangladesh is estimated at 400,000. Almost half of these children live in Dhaka city alone. A very large percentage of these children are young girls. These female street children are especially vulnerable to abuse and exploitation. On March, 2012 Unnayan Onneshan published a report titled â€Å"social connection of the street girls in the context of Dhaka city, Bangladesh† [pdf]. The research shows that the majority of the street girls (37. 50%) sell flowers for a living. 18. 80% of these young girls are forced into prostitution, 6. 25 % work in the clothing industry, 6. 25% become beggars, 12. 50% start as shopkeepers and 6. 25% are paper-hawkers. Almost half of these girls have a measly daily income of Tk. 101-299 ($1. 25-$3. 75). The daily income of 43. 75 % of the girls is Tk. 300 (US$3. 75) and above. But they seem to be the lucky ones, because 6. 25 % of the street girls earn less than Tk. 100 ($1. 25) per day. Almost 45% of these girls do not receive any treatment from government medical facilities or clinics. 3 out of 10 of these girls have never been enrolled in any type of educational institution. Most women in Bangladesh are vulnerable to fall victim to abuse such as rape, murder, eve teasing, dowry and acid attacks. But the street children who spend their childhood under the open skies of Dhaka face such risks on a daily basis. This graph is taken from the above report, which shows statistics of violences inflicted upon street girls: How to cite Street Children – Bangladesh, Papers

Market Segments free essay sample

JUST THE BASICS This chapter looks further into key customer-driven marketing strategy decisions—how to divide up markets into meaningful customer groups (segmentation), choose which customer groups to serve (targeting), create market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). Then, the chapters that follow explore the tactical marketing tools—the Four Ps—by which marketers bring these strategies to life. INTRODUCTION Best Buy: Embracing the Angels and Ditching the Demons. Best Buy set out to identify its best customers and win their loyalty by serving them better. At the same time, it identifies less attractive customers and began to send them packing. To better differentiate itself in a crowded marketplace, Best Buy needed to stake out is own turn – to identify its best customers and serve them in ways that no discount on online competitor could. Rather than trying to make all customers happy all of the time, Best Buy segmented its market and sharpened it’s positioning. This resulted in what they term â€Å"customer centricity. How has this worked for Best Buy? Very well. They have designed a customer-driven marketing strategy that builds the right relationships with the right customers. Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter. Differentiation involves actually differentiating the firm’s market offering to create superior customer value. Positioning consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. MARKET SEGMENTATION Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Segmenting Consumer Markets Geographic Segmentation Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most popular bases for segmenting customer groups. Age and LifeCycle Stage is offering different products or using different marketing approaches for different age and lifecycle groups. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Income segmentation has long been used by the marketers of products and services such as automobiles, clothing, cosmetics, financial services, and travel. Psychographic Segmentation Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. Marketers use personality variables to segment markets. Behavioral Segmentation Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. Occasion segmentation is grouping buyers according to occasions when they get the idea to buy, actually make their purchase, or use the purchased item. Benefit segmentation is grouping buyers according to the different benefits that they seek from the product. User Status is segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product. Usage Rate is grouping markets into light, medium, and heavy product users. Loyalty Status is dividing buyers into groups according to their degree of loyalty. Using Multiple Segmentation Bases Marketers rarely limit their segmentation analysis to only one or a few variables. PRIZM NE (one of the leading segmentation systems) classifies every American household based on a host of demographic factors. Segmenting Business Markets Consumer and business marketers use many of the same variables to segment their markets. Business marketers also use some additional variables, such as customer operating characteristics, purchasing approaches, situational factors, and personal characteristics. Many marketers believe that buying behavior and benefits provide the best basis for segmenting business markets. Segmenting International Markets Companies can segment international markets using one or a combination of several variables. * Geographic factors: Nations close to one another will have many common traits and behaviors. * Economic factors: Countries may be grouped by population income levels or by their overall level of economic development. * Political and legal factors: Type and stability of government, receptivity to foreign firms, monetary regulations, and the amount of bureaucracy. * Cultural factors: Grouping markets according to common languages, religions, values and attitudes, customs, and behavioral patterns. Intermarket segmentation is segmenting of consumers who have similar needs and buying behavior even though they are located in different countries. Requirements for Effective Segmentation To be useful, market segments must be: Measurable: The size, purchasing power, and profiles of the segments can be measured. Accessible: The market segments can be effectively reached and served. Substantial: The market segments are large or profitable enough to serve. Differentiable: The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. Actionable: Effective programs can be designed for attracting and serving the segments. MARKET TARGETING Evaluating Market Segments In evaluating different market segments, a firm must look at three factors: 1. Segment size and growth, 2. Segment structural attractiveness, and 3. Company objectives and resources. The largest, fastest-growing segments are not always the most attractive ones for every company. The company also needs to examine major structural factors that affect long-run segment attractiveness. * A segment is less attractive if it already contains many strong and aggressive competitors. The existence of many actual or potential substitute products may limit prices and the profits. * The relative power of buyers also affects segment attractiveness. * A segment may be less attractive if it contains powerful suppliers who can control prices. Selecting Target Market Segments A target market consists of a set of buyers who share common needs or characteristics that the com pany decides to serve. Undifferentiated Marketing Using an undifferentiated marketing (or mass-marketing) strategy, a firm might decide to ignore market segment differences and target the whole market with one offer. This mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different. Differentiated Marketing Using a differentiated marketing (or segmented marketing) strategy, a firm decides to target several market segments and designs separate offers for each. Concentrated Marketing Using a concentrated marketing (or niche marketing) strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches. It can market more effectively by fine-tuning its products, prices, and programs to the needs of carefully defined segments. It can market more efficiently, targeting its products or services, channels, and communications programs toward only consumers that it can serve best and most profitably. Micromarketing Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. Micromarketing includes local marketing and individual marketing. Local marketing involves tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores. Local marketing has drawbacks. It can drive up manufacturing and marketing costs by reducing economies of scale. * It can create logistics problems. * The brand’s overall image might be diluted if the product and message vary too much in different localities. Individual marketing is the tailoring of products and marketing programs to the needs and preferences of individual customers. Individual marketing has also been labeled one-to-one ma rketing, mass customization, and markets-of-one marketing. Choosing a Targeting Strategy Which strategy is best depends on: * Company resources. * Product variability. Product’s life-cycle stage. * Market variability. * Competitors’ marketing strategies. Socially Responsible Target Marketing Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of vulnerable or disadvantaged consumers with controversial or potentially harmful products. Problems arise when marketing adult products to kids, whether intentionally or unintentionally. The growth of the Internet and other carefully targeted direct media has raised concerns about potential targeting abuses. The issue is not so much who is targeted, but how and for what. Controversies arise when marketers attempt to profit when they unfairly target vulnerable segments or target them with questionable products or tactics. Socially responsible marketing calls for segmentation and targeting that serve not just the interests of the company, but also the interests of those targeted. DIFFERENTIATION AND POSITIONING Value proposition: How a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes. Positioning Maps Perceptual positioning map show consumer perceptions of their brands versus competing products on important buying dimensions. Choosing a Differentiation and Positioning Strategy The differentiation and positioning task consists of three steps: 1. Identifying a set of differentiating competitive advantages upon which to build a position, 2. Choosing the right competitive advantages, and 3. Selecting an overall positioning strategy. 1. Identifying Possible Value Differences and Competitive Advantages To the extent that a company can differentiate and position itself as providing superior customer value, it gains competitive advantage. It can differentiate along the lines of product, services, channels, people, or image. 2. Choosing the Right Competitive Advantages How Many Differences to Promote Ad man Rosser Reeves believes a company should develop a unique selling proposition (USP) for each brand and stick to it. Other marketers think that companies should position themselves on more than one differentiator. Which Differences to Promote A difference is worth establishing to the extent that it satisfies the following criteria: Important: The difference delivers a highly valued benefit to target buyers. Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. * Superior: The difference is superior to other ways that customers might obtain the same benefit. Communicable: The difference is communicable and visible to buyers. Preemptive: Competitors cannot easily copy the difference. Affordable: Buyers can afford to pay for the difference. Profitable: The company can introduce the difference profitably. 3. Selecting an Overall Positioning Strategy The full positioning of a brand is called the brand’s value proposition. More for More positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs. More for the Same positioning involves introducing a brand offering comparable quality but at a lower price. The Same for Less positioning can be a powerful value proposition—everyone likes a good deal. Less for Much Less positioning is offering products that offer less and therefore cost less. â€Å"Less-for-much-less† positioning involves meeting consumers’ lower performance or quality requirements at a much lower price. More for Less positioning is the winning value proposition. In the long run, companies will find it very difficult to sustain such best-of-both positioning. Developing a Positioning Statement Company and brand positioning should be summed up in a positioning statement. The statement should follow the form: To (target segment and need) our (brand) is (concept) that (point of difference). Communicating and Delivering the Chosen Position Once it has chosen a position, the company must take strong steps to deliver and communicate the desired position to target consumers. All the company’s marketing mix efforts must support the positioning strategy. Discussing the Issues 1. List and briefly describe the four major steps in designing a customer-driven marketing strategy. 2. Discuss the behavioral variables used to segment buyers and provide an example of each. 3. Explain how companies segment international markets. 4. Name and describe the characteristics of useful market segments. 5. In the context of marketing, what is a product’s â€Å"position†? How do marketers know what it is? Under the Hood: Marketing Technology When you think of hybrid or electric automobiles, you probably think don’t think â€Å"sports car. But the Fisker Karma is about to shatter that stereotype. It’s been called the hybrid with â€Å"sex appeal† and is often compared to a Mercedes-Benz roadster. During the haughty Rolex Monterey Historic Automobile Races, it was seen cruising around Monterey, California with the likes of Ferraris and Lamborghinis. In the increasingly crowded field of new-generation electric vehicles, Fisker Automotive wants to carve out a niche as a high-performance eco-car with lots of style. The creator, Henrik Fisker, was formerly head of design at Aston Martin. The Fisker Karma goes from 0 to 60 in six seconds, can go 125 miles per hour, and can travel 50 miles on electric power and 300 miles on combined electric and gasoline power. All this performance and style does not come cheaply, however. Prices range from $87,900 to $106,000. The company already has orders from 1,400 buyers. If this is above your means, don’t worry—the company is promising a lower-priced, mass-market version for the rest of us in a few years. 1. On what basis is Fisker Automotive segmenting the automobile market? Is the company using a single segmentation approach or a combined approach? Explain. 2. What market targeting strategy is Fisker pursuing with this automobile? How is the company differentiating its automobile and which value proposition is it using? Staying on the Road: Marketing Ethics In 2009 Anheuser-Busch launched the Bud Light â€Å"Fan Can,† a promotion that included 27 different color combinations of its cans in college team colors. For example, students at Louisiana State University could purchase purple-and-gold cans of Bud Light. Anheuser-Busch timed the campaign, called â€Å"Team Pride,† to coincide with students returning to campus and with the kickoff of the football season. Several schools, such as Wisconsin, Michigan, Iowa State, University of Colorado, and others, objected strenuously. As a result, Anheuser-Busch halted the program in those markets. The promotion also caught the attention of the Federal Trade Commission. Both the FTC and college officials are concerned about the high rate of underage and binge drinking on college campuses. Some school officials also were concerned about trademark infringements, and about the appearance that they support Budweiser’s activities. As criticism brewed around the country, A-B released a statement claiming that it did not mean to encourage underage drinking—it just wanted to create more fun for sports fans. Although the company halted the promotion in areas where college officials objected, controversy surrounding the promotion appeared in newspapers and on television nationwide. 1. What type of market targeting strategy is Anheuser-Busch using with the Team Pride promotion? 2. Was this a wise promotion? Explain. Rough Road Ahead: Marketing and the Economy Vanilla Bikes Portland-based Vanilla Bicycles sells hand-built bikes with price tags ranging from $4,000 to $12,000. Now, after only nine years in business, owner Sacha White has stopped taking orders – not because business had dried up but because he has a five-year waiting list. White and his crew of three make only 40 to 50 bikes a year. Frames are made from exotic metals, are welded with silver alloy, and weigh as little as 30 ounces. No two Vanilla bikes are the same. Each is custom fitted to the client and features intricate metal carvings and an artisan paint job. Amazingly, almost all of these high-end velocipedes are sold to middle-class customers. Still, orders have not ebbed with the economic downturn. In fact, Vanilla could ramp up production significantly and still sell everything it makes. However, White claims that would compromise the special nature of what customers consider to be works of art. Vanilla bikes are so special that when Portland bike couriers describe something as cool, they routinely say, â€Å"That’s soooo Vanilla. † 1. Based on the segmentation variables discussed in the chapter, construct a profile for Vanilla Bicycle’s probable target market. 2. Given that most luxury products suffer in an economic downturn, why has Vanilla still succeeded?