Sub- tropics makes a variety of clothing for use in very hot climates. Its special fabrics wick moisture away from the body of the wearer, without becoming sodden because it has rapid-drying characteristics. The result is clothing that actually helps keep the customer cooler and drier even on the hottest, most humid days. The line of clothing has become increasingly popular with athletes, too, who find that the clothing helps keep them from sweating through their running shorts and T-shirts quite so fast. The various types of customers vary greatly in terms of how much value they place on the sty le of the clothing vs. its durability. Sub- tropics has compiled the following value attributes for 10 of its largest retail outlets.

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 Sub- tropics 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? Why?

Transcribed Image Text:

Sub-tropics, Inc. Jack's Trading Company Balph's dofhing Store Jrudy's Benny's Sporting Goods Frank's dothiers Evertyhipng Casual Outfitters, Inc. Designer Wear Fomily Values Blue Glass Cothiers Phanfom Suppliers Value Attribute Style 7 4 10 9 8 4 10 8 10 5 Durability 4 5 8 10 8 10 6. 9.