note : answer task 2 only .

You are about to start a boutique selling Abayas in Bahrain. You are about to open your first store in Manama, and you also have an online presence, where Abayas can be presented and bought.

Task 1: There is now the suggestion for your Abaya business to have a working Marketing Information System (MIS). Some investors in your business ask the question, why you actually need a MIS? a) Explain why a MIS makes sense for your business. Develop your argument based on the benefits of a MIS for your business that can justify the costs for establishing a MIS b) Develop a recommendation for the best first use of the MIS for your Abaya business and justify your choice. .

Task 2: The question comes up now who the customers are that you want to focus on in your Abaya business.

a) Explain, why companies generally divide a market into segments of customers and why it would be a better strategy for your business than trying to find as many customers as possible

b) You have some consultants coming to give you advice for your business segmentation. They give you the results of their first consumer research. They found two different groups of consumer with different preferences for Abayas:

Group one says about their Abaya preferences:

I got used to wear the Abaya, and whenever I need a new Abaya, I start looking for new ones and compare the prices and textiles."

"When I wear something, I make sure it is something that fits my criteria, it should not be too bright in colour and have a decent style.

"The perfect Abaya for me is functional, and practical, it should be comfortable, and not too fancy."

Group two says about their Abaya preferences: I usually want to have a special Abaya, and not one that everyone else wears.

"I am unique, and the Abayas and accessories I wear help me show this.

" You have to be up to date, but it should suit your personality, or I would not wear it.

" Me and my friends, we often go windows shopping at the mall, to see what new Abayas are displayed." Select one group for your business and justify your selection of the group.

c) There are different approaches to segmentation demographic, geodemographic, psychographic, behavioural). Discuss which approach (or a combination) would be best to find the consumer in the group you have selected?

Task 3: Now the question is about how the selection of your target consumers can change the kind of Abayas that you offer in the store.

a) You have selected a group in question 2. Discuss the strategy you would prefer: mass- marketing strategy, target marketing strategy or niche marketing strategy? Justify your selection.

b) You now develop a brand for your business. Develop for your business the identification (logo, hame) and explain what your added value would be something that makes it different from other products)?

c) There are dferent types oI brands. The main