Strategic Marketing Management $$ Assignment $1$

Please read the case $$SEGMENTING THE SMATWATCH MARKET$($pages $90-92).$

After reading the case, please go through the figures and tables and answer the following questions.

$1.$ Determine the number of distinct segments present in the market as represented in the current respondent sample $(20$ points$).$

Based off the current respondent sample, there are three distinct segments present in the market.

$2.$ After determining the number of segments, describe each using the segmentation and descriptor variables. $(30$ points$)$

$3.$ Based on the characteristics, create a name for each segment that captures the essence of what makes it unique. $(10$ points$)$

$4.$ Use the market size $($size of the cluster$)$ and other variables and rank the segments by their attractiveness. $(20$ points$)$

$5.$ Based on the top selected segment$($s$),$ please select $1)$ a product type$($s$)$ and $2)$ partner from the following options and explain the launch strategy.

a$.$ Product type: $1)$ companions or standalone alternatives to smartphones, $2)$ fitness tracking and enhancement monitors and $3)$ diagnostic and medical health reporting devices.

b$.$ Partners: $1)$ Aetna, $2)$ Amazon or $3)$ Google. $(20$ points$)$

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Table $1$: Averages of key variables across different clusters

Cluster $123$

Number of Responders $461218321$

Constant Communication

$(1-$Very unimportant, $7-$Very important$)4\mathrm{.}74\mathrm{.}455\mathrm{.}02$

Timely Information

$(1-$Very unimportant, $7-$Very important$)4\mathrm{.}094\mathrm{.}264\mathrm{.}46$

Task Management

$(1-$Very unimportant, $7-$Very important$)4\mathrm{.}293\mathrm{.}814\mathrm{.}67$

Device Sturdiness

$(1-$Very unimportant, $7-$Very important$)4\mathrm{.}423\mathrm{.}583\mathrm{.}82$

Well$-$being

$(1-$Very unimportant, $7-$Very important$)5\mathrm{.}53\mathrm{.}383\mathrm{.}1$

Athlete

$(1-$Very unimportant, $7-$Very important$)5\mathrm{.}572\mathrm{.}863\mathrm{.}99$

Style

$(1-$Very unimportant, $7-$Very important$)5\mathrm{.}023\mathrm{.}74\mathrm{.}67$

Have Amazon Prime Account $(\%)75\%45\%60\%$

Female $(\%)70\%51\%56\%$

Degree $(1-$undergraduate, $2-$Masters and

Higher$)1\mathrm{.}291\mathrm{.}291\mathrm{.}41$

Income $(1-$below $$40$k$,2-$$$40-$$$70$k$,$

$3-$$$71-100$k$,4-$$$101-$$$175$k$,5-$Greater

than $$175$k$)3\mathrm{.}523\mathrm{.}063\mathrm{.}47$

Age $26\mathrm{.}7640\mathrm{.}7333\mathrm{.}97$

Please refer to page $92$ for a detailed description of each variable.