Marketing Analysis Plan $-$ Consumer Behavior

Continuing in the role of a marketing professional who has been tasked with completing a marketing plan for a client, refer back to the research you completed in Topic $1$ as a starting point for the assignment. Conduct additional research related to consumer behavior.

Navigate to the IBIS World website provided in the Class Resources. Click on the Industries dropdown at the top of the screen and then click on "View all sectors$".$ Choose your chosen company's industry from the list. Navigate to the Products & Markets section $($use the menu on the left for quick navigation$).$ This section will provide the product category information.

Part I: Segment and Target Market Characteristics Diagram:

Directions: Use the information from the IBIS World website and Topic $2$ Resources to complete the chart below. Focus on addressing the questions below as a starting point for filling out the chart. You do not need to address these questions separately.

Identify the relevant customer segments.

Describe the specific characteristics of the target market.

Identify the needs of the target market.

Describe how the company differentiates its product and positions its brand to meet the needs of the target market.

Describe a consumer buying behavior model for this company and brand.