You will develop detailed information about the target ethnic or cultural group

(Ethnic Group: Korean American/ Industry: Fashion)

To do so, you must first identify the sources and data to begin creating specific segments within a particular ethnic or cultural group. You will need to be creative to discover this information, and you will need to go beyond simple demographic categories.

You will then analyze the data to determine the appropriate segments within a segmentation scheme of your choice. You should consider the following:

Segmentation criteria

Segment 1: Korean Americans in their 20s

Identifiable:

• Description (country, culture, value or lifestyle, other)
  • Identify differences that might exist among first, second and third generations, patterns/reasons for leaving home country, and communication with relatives and friends in home country
• Method of identification (self-selection, public records, etc.)

Substantial:

• Population
• Age
• Growth rates (birth/death, immigration, other)

Reachable

• Media habits
• Literacy/language
• Geographic distribution

Responsive

• Kinds of products within industry (need to adapt or satisfactory existing products)
• Profiles of key companies within industry and how selected ethnic group perceives

Profitable:

• Current purchase behaviors
• Industry and competition issues
  • Entry barriers
  • Economies of scale
  • Product substitutes
  • Imports
• Incremental costs
• Product use rates within group