Describe how companies divide the customer markets into segments
You will prepare detailed responses to the questions following the assigned case. The purpose of this assignment is to give you an opportunity to explore the marketing concepts that we have covered on a deeper level and apply your knowledge through analysis of the situation. The individual case study assignments are case study “light” in that you are not conducting a full-blown analysis of the case, but rather you will respond to specific questions relating to the given case study.
- Assignment Deliverables
Carefully read the article "Doing capitalism differently–one backpack at a time Links to an external site.
Take notes and do additional research using peer-reviewed articles to support your analysis
Organize your paper as described below
- Respond to the following
Describe the target market segmentation for Cotopaxi, broken down by (1) geographic, (2) demographic, (3) behavioral, and (4) psychographic descriptions
What factors are most likely to make consumers brand loyal to Cotopaxi?
What are the managerial implications from this case that could be applied to other similar businesses?
- You will prepare an original written document following the structure and parameters outlined below. The following are guidelines and structure to help you craft your case study
- Assignment Structure
- Your paper should follow the structure as outlined below:
Case Background - Describe the case facts and background. This should include information about the organization; however, do not simply duplicate what is in the case itself. As things change quickly in business, you may wish to check the current status of the organization and briefly discuss the most current information
- Key Issues - What is the key marketing issue in the case? Explain how this case relates to what we are covering in the course
- Answer Questions - For these short case study assignments, give detailed responses citing research to support your thoughts. Fully explain your responses in detail
- Conclusion - Briefly restate the case, issues, and your responses
- References - Use proper APA formatting for in-text and reference list citations
Appendix - Include additional tables, charts, graphs, etc. if needed to explain your recommendations
Parameters
Your paper should be three double-spaced pages, except for the cover and reference pages (not including images)
- You must have at least two peer-reviewed references in addition to the given case study, the text, the company website, course slides, or other course materials. You may also use the textbook, reliable references, and websites, in addition to the required scholarly articles. Do NOT use blogs, random websites, nor “pedias” as your references