Question: Question 3: Customer-driven marketing strategy. 40 marks - suggested maximum 750 words / 1-1.5 page The first step in designing a customer-driven marketing strategy is

Question 3: Customer-driven marketing strategy. 40 marks - suggested maximum 750 words / 1-1.5 page

The first step in designing a customer-driven marketing strategy is selecting which customers to serve. The case described the original target market, namely those under 40 and small-scale investors, but suggests that Sharesies actual customer base is broader.

3a) Please describe two possible consumer segments that Sharesies might be targeting or could target. (15 marks)

3b) Now describe whether the two segments you described in 3a are accessible and differentiable. Please provide an explanation for your evaluation. (10 marks)

3c) What kind of targeting strategy would you suggest best suits Sharesies: Is it undifferentiated (mass) marketing, differentiated (segmented) marketing, concentrated (niche) marketing, or micromarketing? Please explain your choice. (15 marks)

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