The Segment Attractiveness by Aurore enables students to create market segments, determine the attractiveness of each segment, and ultimately prioritize their most valuable segments.
Segmentation forms the base of any strong strategy. Learners are able to apply their knowledge on segmentation by identifying and selecting the factors that make up each segment. Then, they proceed to evaluate each segment to discover the most attractive, highest priority segments.
Use your current case study to set up the scenario for your students. Then, let them apply what they’ve learned.
Use this tool as a learning device to practice and apply high level concepts in Marketing, Strategy, Business, and Entrepreneurship courses in undergraduate and graduate programs.
Define your product category and geography. Then, select the two parameters that will define your segments. Select the market segments, then proceed using the segments as a frame of reference.
10-20 minutes to complete
Evaluate the total attractiveness of each segment. Determine whether each segment has a relatively large opportunity or strong ability to compete to populate the segment priority list.
10-20 minutes to complete
Use the matrix to visualize where each segment lands on the Ability to Compete and Opportunity axis. Then, switch to the Priority list to get a clear, actionable list of your most attractive segments.
10 minutes to analyze