BUS 615 Marketing

Instructions:

The case study, “M.M.LAFLEUR: MARKET SEGMENTATION AND TARGETING” is attached. The case is typical of the Harvard cases used and discussed in the course, similar in format, and also consists of text, exhibits and relevant quantitative information. Read the case carefully, making notes in the margin and on other paper as you see fit.

When Sarah LaFleur heard that you were busy with your marketing course on the EMBA, she was excited at the opportunity to engage new opinions on the pressing issues facing the company. “I need fresh, critical ideas”, she said, “someone who can do a good analysis of the serious matters that face me.” She presented you with the case, and invited you to make a very short presentation to her team at a strategic management meeting in October. In particular she asked you to look at the following issues:

1. The company’s offering, and how decisions related to product, price, place, and promotion support its marketing strategy.

2. Assess the role that segmentation and targeting strategies play in creating customer value.

3. Provide recommendations for the company’s growth strategy.