Assignment #3 (A3) Dr. Scholls: Worth 20 Points Due 2/19/23 by 11:59pm After Reading Chp12, complete Assignment "Write-Up" below Provide your answers in the space provided below (keep a copy of your submission for your records)

Assignment: Read the case/article below and answer the Critical Thinking questions below.

Orthotics Ease Pain in Consumer Segments

Want to improve your posture, align your balance and live your life? Thats the ad campaign for SOLS, a $3 million company that makes custom 3D-printed orthotics, a custom-made insert or footbed placed in a shoe. As a child, founder Kegan Schouwenburg said she was flat footed, and her goal is to bring orthotics out of the closet and to a mainstream (and segmented) audience.

Based in New York City, SOLS is well aware that the market for orthotics users is diverse. Its segmentation strategy includes a variety of users across age and lifestyle demographics. Users of orthotics usually face health and medical issues related to diabetes, obesity, and arthritis. In addition, another market segment includes athletes and runners.

In the past, orthotics were sold primarily through foot doctors (podiatrists), who made a plastic cast of the patients foot before crafting a pair of inserts. With SOLS, customers, many of whom happen to be runners, can realize quick foot comfort through an iPad app. Using 3D printing technology, each pair of orthotics is custom made with thinner, more flexible, and better-fitting materials than traditional orthotics.

Questions for Critical Thinking:

Scholls, a famous packaged foot care brand, has installed foot mapping kiosks at major retailers. Compare the Dr. Scholls user to the SOLs user. How might they differ?

What other market segments should SOLS target?

Provide your Answer here: One paragraph for each numbered bullet point. Support your answer with details (explain). Rubric: Earn up to 20 points for your write up, Provide a thorough and complete answer to justify your stance. Proofread carefully and include good grammar and syntax usage. Avoid contractions in business writing (don't = do not, please spell out).