Assignment: Principles of Marketing- Principles of Marketing
Overview: For this assignment, assume that you have been hired to do market research for Harley-Davidson, Inc. The company is a publically traded manufacturer of motorcycles that also licenses various branded accessories.
Your job is to (Part 1) analyze some customer segments in the US market, (Part 2) recommend a target segment to Harley-Davidson management, and (Part 3) come up with some product ideas for the target segment.
Instructions for "deliverables" and point values. Please combine your written answers for Parts 1-3 into one pdf document. Submit your document and your spreadsheet on Canvas.
Part 1: Analyze the 3 segments
Calculate the CLV for each segment using the CLV spreadsheet, save the results, and submit via Canvas. Short descriptions of the segments follow these instructions.
Describe the pros and cons of each of the 3 segments for Harley-Davidson Inc., referring to your CLV results and any other information you think is important to consider.
Part 2: Recommend a target segment
Recommend one of the segments to H-D management as a target segment. What are the two biggest reasons for your choice of this segment?
Invent a Customer Persona for your target segment. Recall from class that a Persona (also sometimes called an Avatar) is a summary of a target segment. A Persona uses is an invented individual person's identity as an overview of an entire consumer segment. We looked at some examples of Persona descriptions in previous classes.
Invent a brief Persona for your target segment with the following elements: a pretend name and picture, one or two characteristics of the segment (you can make something up if needed), and a fictional quote from your Persona that expresses the Persona's core need to be fulfilled. Although a Persona is fictitious, it should seem as realistic as possible in matching the information you have.
Part 3: Suggest some new products.
For your target segment, come up with an idea for a viable new product that is heavily in the "physical good" side of the goods-services continuum. Describe the product and explain why it is a good fit for the target.
Come up with a second product idea that is heavily in the "service" end of the continuum. Describe the product and explain why it is a good fit for the target.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Market-Research.rar