Working in a team, please analyze, discuss the case study of Federated Insurance, page 395 and then answer the following questions:

1- By directing attention to particular types of businesses (for example, convenience stores or auto dealers), Federated emphasizes macrosegmentation. To further sharpen strategy, suggest possible ways that particular macrosegmentaion could be broken down further into meaningful microsegmentation.

2- In buying insurance, some SMB customers just want the lowest-priced option for each type of insurance, whereas others want value-added services (for example, risk-management guide) and a complete, integrated insurance solution. How should Federated respond to customers who are strictly focused on price? In your view, what are the points of difference that Federated should illuminate in the customer value proposition?