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SEMESTER SPRING 2012
Consumer Behavior (MKT530)
Assignment No. 2
Due Date: 12th June, 2012 Marks: 25
Case:
A multinational company is starting marketing campaign for a new product in Latin America. It is very important region which was unexplored by this company. The total population of this region is 572,039,894. For this huge population, they have to divide it into smaller segments. The basic geographical sub regions are North America, Central America, the Caribbean and South America. But there is need to redefine this segmentation into more refined and smaller segments. It will help company to manage and monitor all operations in an effective way. The segmentation can be made easy by segregating into countries suggested by one of the directors as follows;
Argentina Bolivia Brazil Chile Colombia Costa Rica Cuba Dominican Republic Ecuador El Salvador Guatemala Haiti Honduras Mexico Nicaragua Panama Paraguay Peru Uruguay Venezuela
Company is targeting the market for that particular product but the higher management is confused that on what basis they are going to make this plan. Segmentation, targeting
market and hunting the suitable time to launch a new product is crucial thing to do. High risks are involved in this type of marketing campaign.
Market is highly competitive in FMCG all over the world and company has to face so many problems. Another director suggests that they must have some criteria to do this thing happen.
Question:
Considering yourself as marketing manager of this company, what criteria do you suggest them to consider while selecting target market?
Note:
Only in the case of Assignment, 24 hours extra / grace period after the due date is
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on last date. This extra time should only be used to meet the emergencies and above
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Important Instructions:
Please read the following instructions carefully before attempting the assignment
solution.
Deadline: Make sure that you upload the solution file before the due date. No assignment will be accepted through e-mail once the solution has been uploaded by the instructor.
Formatting guidelines: Use the font style “Times New Roman”/ “Arial” and font size “12”. It is advised to compose your document in MS-Word. Use black and blue font colors only.
Solution guidelines: Every student will work individually and has to write in the form of an analytical assignment. Give the answer according to question. For acquiring the relevant knowledge don’t rely only on handouts but watch the video lectures and use other reference books also.
