The following outcome will be assessed in this Assignment:
MT219-3: Describe market segmentation and target marketing in a case scenario.
Using the information on the target market you learned from reading Chapters 6 and 8 in your text, original research on the Internet, and the various Learning Activities provided, read the scenario and respond to the checklist items in a business memo format (see Course Documents for the business memo format).
Scenario: The product is a portable multimedia center to be marketed in the U. S. market, called “Media Popup” made by the start-up company Porttron, Inc. The multimedia center is a glossy compact entertainment box 10”X12” and includes a screen with optional additional screen extension that pops out of the right side, computer keyboard that folds down, 4 surround sound mini-speakers that can be adhered to any hard surface with the stick strips at the back of each speaker, and includes a subscription to streamed movies, music, and videos for two years for $499. It is available in 3 different colors (black, silver, white).
Business Memo: You are a marketing assistant at Porttron Inc. tasked with providing a business memo (i.e., an internal company document) to the United States (U.S.) executive management team of Porttron Inc. concerning the checklist items provided below.
Write a minimum 500-word original business memo. In a concise manner, describe to executive management the data you will analyze to determine a potential market for this product. State your purpose in the opening paragraph and provide sufficient information to explain the required items. Finally, provide a concluding paragraph to summarize your suggestions.
1. Identify either a consumer or business market.
2. Describe your bases for segmenting the market (Ex. – Demographics).
3. Identify segmentation descriptors (Ex. – Age, occupation, income).
4. Explain your rationale for the segmentation descriptors.
5. Describe the selected target market for the scenario product.
6. Identify a marketing mix (Product, place, promotion, price).
Using a minimum of 2 pages (500 words) in a Microsoft Word® document, write the business memo using the 6th edition APA format and citation style
Access the rubric.
Submit your Assignment to the Dropbox.
Disclaimer: The organization and any characters depicted in this exercise are fictional. Any resemblance to real organizations or individuals is purely coincidental.
The limit of overseeing startling and sudden events that chafes gatherings and changes in affiliation culture is known as crisis organization. Starting late we have had the ability to palpate transboundary crisis, that have affected accomplices in different structures. For example, the 2011 tsunami of Japan, which meddled with creation organize wherever all through the world, especially in the auto business (Crandall, Parnell and Spillan, 2010). This specialty of overseeing crisis requires aptitudes and data to deal with accomplices’ recovery. Crisis organization prepares the person to make capacities in an amazing and antagonistic conditions inside the relationship of an emergency response with fortitude and confirmation. The coordination of the emergency responses to a more broad scene that incapacitates to hurt and wreck structures, ability to work suitably and capably. The continuum evaluation of the masterminding and customized scene response transforms into a vital bit of the strategy in a crisis organization outline. Legitimate resources available in a crisis in Dominican Republic. According to Crandall, Parnell and Spillan (2014) there are countries and social orders that are known as “crises masterminded”, because they have had the ability to get ready and support any crisis needing to overcome their deficiency. The Dominican Republic isn’t the extraordinary case, when a crisis develops the gathering and Dominican Civil Defense are the first to respond to the emergency, as individuals accessible if the need arises. Everything considered, few out of every odd individual is set up to help another person or acknowledge a piece of activity amid the time spent an emergency crisis. The national emergency and correspondence system, known as the Center for Emergencies Operation, [COE], in its piece of the primary office the nation over in a crisis, and responding affiliation has had the ability to make expertise and abilities to enable potential crises and manage the ones that at last to happen. The Center for Emergencies Operation, [COE], is fit the bill for make, overview, execute and get ready workforce, volunteers and the gathering in reference to the national game plan and organization for emergencies the nation over. The Dominican Civil Defense, are the individual accessible as needs be for the scene of a calamitous occasion or crisis. This is one of the emergency social affairs, in any occasion, most alluded to in the country as readied masters available to come back to work for an emergency. The Dominican Civil Defense began their gathering benefits as a social occasion of volunteers to the gathering by giving correspondence benefits as radio learner by 1963. Their first expert help to the gathering was with Hurricane Flora, where they showed how they were effective in giving correspondence the nation over under an emergency fiasco as a typhoon. The Dominican Red Cross empowered them to station their central correspondence inside their center. By, 1966, the Dominican government requested the Law 257, which made the Dominican Civil Defense as an official living being to help emergencies. Thusly, transforming into an official state foundation under the umbrella of the Center of Emergencies Operation, COE. In September 22, 2002, the assembly founded the Law 147-02 by which the risk organization, transformed into the official emergency regulatory Agency in charge of working up the national emergency and correspondence plan close by its controls. As general measures they keep to guarantee, organize, take an intrigue, demonstrate balancing activity and decentralize organizations. Their fundamental target is to maintain a strategic distance from or diminish loss of lives and farthest point property damages of consistent people and government from disastrous occasions or fake catastrophes. The Dominican Civil Defense, is one the animals under the umbrella of COE, and moreover the Dominican Red Cross, Energy Conservation Department, Fire Department, Police Department, Dominican Port Authority, Health Department, Environment and Natural Resources Department, Dominican Seismological Institute, National Housing Department, among others, have been seen as an emergency crisis gathering of specialists and specialists adjacent, national and comprehensively for its work assemble in light of a legitimate concern for those in require and the gathering. Because of the Dominican Civil Defense, their work is made out of 95% of reliable arranged volunteers, an official boss, an officer corps, and departmental directors who, as demonstrated by their academic preparation begin working for the gathering and the benefit of the country. As showed by Treurniet, Van Buul-Besseling and Wolbers (2012) the gathering may be portrayed as a get-together of people living in a comparable region and having a particular properties in like way of being a man. Besides, as needs be, they will have a place with different social affairs and gatherings, sharing their perception of a certified dynamic gathering work, towards each other. By 2014, the Dominican Republic executed unprecedented for its history the organizations of 911. As one of the new emergency resource organizations center, its specialists in control needed to educate immensely the people about the usage and preferences of 911. The correspondence procedure was colossally used (TV and radio) in the midst of the going with two months going before the incitation of the 911 system the country over. Pearson and Mitroff (1993) conveyed that there is a need of collaborating with the gathering, since it gives a sentiment being part powerful inside the gathering. In addition, they cleared up that the gathering can share their wants, assessing their necessities and targets of the people who are needing support. Amid crisis, the learning of collaborating formally or calmly with relationship in accomplishing one target of helping another person transforms into an adaptable lead (James and Gilliland, 2013). In the Dominican Republic, Center for Emergency and Communication Operations, [COE] would be similar in its ability to what FEMA is in the United States. The Dominican Civil Defense is doled out under the umbrella of the COE. This Center would be part fundamental of the Crisis Management Team, CMT and the Crisis Management Plan, CMP. COE sorts out enduring trainings with national and worldwide associations who are moreover overseeing emergencies and crisis remembering the true objective to exchange experiences and get ready with new methodology. Today, the Dominican Civil Defense has ended up being one of the associations of the Government that has exceptional contrasted with other correspondence organizes in the country after the Armed Forces. They have a correspondence system in the UHF band or ”ultra-high repeat” starting late presented, and a naval force structure is national in scope, despite common phones. Starting at now, the Dominican Civil Defense has a radio station, which is the soul of the foundation in crisis and emergencies that work 24 hours for every day and the 365 days of the year (Dominican Civil Defense, 2014). Crisis Theories. Speculations impact a couple of assumptions to give an illumination of a given situation. A couple of makers, for instance, James and Gilliland (2013) clears up that the Eclectic Crisis Intervention Theory includes an intentional and consider particularly planned significant thoughts and procedures to help the setbacks from different techniques. This particular speculation begins filling in as an endeavor centered theory, instead of using thoughts. A couple of vital endeavors perceived in this theory are: Recognize parts in all systems and to facilitate them into an inside dependable whole giving a more exact behavioral data to be cleared up. Consider each and every existent speculation, strategies, and standards for surveying and controlling clinical data according to the moved learning of time and place. The need to identify with no specific theory, with an open standpoint and unendingly investigate distinctive roads in regards to those subtle elements and frameworks that convey triumphs. This particular speculation consolidates two certain subjects. The first of those subject is that people and all crises are stand-out and unmistakable, hence can apply to anyone and any kind of culture. Additionally, all people and all crises are equivalent. Therefore, James and Gilliland (2013) fathoms that these doubts are seen as absolutely random. The blended approach, as showed by James and Gilliland (2013) allow to different systems and theories, in this way, it empowers the possibility of having the ability to assess the loss’ needs remembering the ultimate objective to apply and outline the best possible methodologies altered to the person. The pro, on the other hand, will put it all on the line and will have the energy to change an approach to manage another strategy paying little mind to whether the first had work. >