**Please help me with Question 3 and 4**

The questions are based on the Allbirds ecofriendly footwear. This is a new but rapidly growing segment in the footwear market and some of the brands, such as Adidas x Parley are already available in Singapore in selected online stores. As Singapore is seen as a market leader in the region in adoption of eco-friendly technologies and products, I hope this case provides a good learning experience for you, not to mention, its relevance and concern such issues have amongst your generation. The weighting of marks for each question is identical (10 marks) and responses for each question are limited to a maximum of 500 words.

While the questions are clearly divided to facilitate your answers, you should treat this

assessment task holistically from a strategic perspective. That is, your responses should

remain synergistic throughout and be structured to offer the product a comprehensive insight

into appropriate application and practice relevant to its current situation. You are expected to go well beyond repeating information and must show application of theory, critical analysis, strategic insight and structured thinking.

Each response (question) has a maximum limit of 500 words which must be adhered to.

Please focus on explicitly responding to what you are asked to do, and in the manner

suggested. Tables, figures, images, and diagrams are welcome, and they do not form part of the word limit. Point form, sub-headings and similar elements that allow you to remain concise (but clear) are most welcome and encouraged.

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CASE STUDY

The four questions will be based on Allbirds sustainable footwear. A collection of articles relating to the product is provided below but as mentioned earlier you are encouraged to do own your research on the product and its competitors as part of your preparation.

Question 1:

Many firms target the lead users or innovators with their new products, assuming that their adoption will trickle down to influence the broader market. Others disagree with this approach and contend that the most efficient and quickest route is to target the broader or even mass market directly.

If Allbirds were to enter the Singapore footwear market which one of the two above approaches would you recommend? Why?

Question 2:

Develop a segmentation table for the sustainable footwear market in Singapore. Provide a rationale for the chosen variables.

Question 3:

Considering your answer to question 2, which particular segment would you recommend for Allbirds ecofriendly sneakers in Singapore? Why? Evaluate this segment using the criteria for selecting target markets covered in this course.

Question 4:

Draw a positioning maps for Allbirds sneakers based on the observation of its 4Ps in a market it currently operates in. Considering the segment, you selected in Question 3, write a positioning statement for Allbird sneakers to clarify its positioning for the chosen segment.