Grill masters makes a variety of gas and charcoal grills for customers across the United States. While the grills vary in a number of ways, the primary differences are features (special functions) and price. Joe Blake, president of Grill masters, has asked its marketing department to do some value-based segmentation analysis of its primary 10 customers. The study results in the following information.

REQUIRED:

a. Create a chart that captures these two value attributes.

b. Place an X with the initials of the store on your chart to position each according to its value preferences.

c. Draw a circle around groups that seem to cluster together. These are your segments.

d. How many segments did you derive? What are their primary differences?

e. What would you recommend to Grill masters regarding its product lines? Should it focus on one segment or does it need to develop marketing strategies that are different for each segment with one consistent quality product or develop different products for each market segment? Why?

Transcribed Image Text:

Grillmasters Sam's Qutdoor Furniture Janus Quidpor Supplies Ereryching Gilling Outdoor Tving Alice's BBQ Shop Homestyle Hardware Red Goose BBQ Supplies Garbo's Hardware Value Atribute Murtin's Hardware Big Bax Sfores Price 7 10 8 10 8 4 4 8 10 5 Features 7 4 7 8 10 10 8 7 10