Positioning:
The Wells Fargo Center for Business should position itself as a provider of quality and affordable consulting services for small business owners and entrepreneurs in the Los Angeles area.
Identifying the sequence of benefits for each target segment enabled the identification of the significance of each benefit.
The transferred benefit to the Enthusiasts, Environmentalists and Consumers bound by community regulations varies in terms of the intensity of each benefit transferred; however, the overall benefits remain the same.
Therefore each target segment will not be dealt with individually for the marketing campaign a concentrated marketing strategy will be used.
The sequence for the marketing strategy is convenience, economic motives and finally environmental concerns.
Each individual sequence of benefits was analyzed and the mean of these sequences was selected.