Identify the companys brand strategy in e-commerce, Marketing Management

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Identify the companys brand strategy in e-commerce

Discussion questions:

DISCUSSION 1

Market Segmentation

Please respond to the following:

• From the e-Activity, identify which market segment(s) the business is targeting. Explain your answer.

• Present a case on why the company should be targeting a different market segment.

DISCUSSION 2

Branding

Please respond to the following:

• The key elements of a brand are differentiation, relevance, and perceived value. Using the company from the e-Activity and these key elements, analyze the company's brand effectiveness.

• Identify the company's brand strategy in e-Commerce. Suggest the use of a different brand strategy in order for the company to maintain a stronger brand.

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