Segment: A use-related segmentation was done owing to the shopping habits of the customers. Production: SUSI has high inventory, so there was no point in increasing production. Market dimensions of the product are as follows: Product-wise Strategy implementation addressing Behavioral aspects of Consumers 1. Narrowing the difference between perceived value and the actual price of the products. Building a brand personality for the products.ģ. In the existing industry, which is highly saturated, the decisions and strategies we used focused upon the following:Ģ. SULI targeted Professionals and has the highest market share in the existing market for Professionals.Īnalysis: From the consumer’s point of view power and price are the two most driving factors for any purchase of products in this market. SUSI started with lowest market share in the existing scenario targeting Others, highly vulnerable target segment. Our company “ U” competes in the market through its two brands, SUSI and SULI. The company aims at generating high value and brand recognition amongst its perceived customers directly enhancing their sales and capturing high market share. The factors shaping purchase for this segment also keep varying. Others: This group is the most evolving segment for the Sonite industry, specially low end products. Their purchasing depends on influencers and they seek performance in the products they buy. High Earners: This is relatively a small segment which comprises of consumers with high income but lower knowledge. Status quo is also one of the major factors of influence for this segment. High quality with peak performance satisfies this segment. The Professionals: It is an attitude driven segment. Singles: Oriented towards performance, singles are targeted by basic and augmented Sonite products. The customers which the industry caters to are segmented into 5 sections:īuffs: Driven by quality and are technologically knowledgeable. Company has two products SUSI and SULI, targeting different customers. In the beginning of simulation, our company “ U” is competing in the F2M6A0 industry. Markstrat simulates the real dynamic world, driven by customers and market decisions which shape our product growth hence high revenue generation.
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