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Market Segmentation the Breakers Essay

… Market Segmentation

The Breakers is a destination resort, which has specific implications for its customer segmentation. About 45% of its business is in leisure travel, with 55% in group traffic. One segment cited in the interview was the customer who is looking for the iconic destination resort, especially older ones that convey a certain luxury and class because they are so well-established. Another customer segment is the jet-setter. In the interview, it was noted that some customers might view their options globally, such that they could fly to Palm Springs or Hawaii or Dubai or wherever is warm and has a nice property. Both of these customer bases are at the high end of the market.

In terms of business segments, which the management describes…. [read more]


Electronic Health Records (EHR) -- Pharmacy Marketing Case Study

… Electronic Health Records (EHR) -- Pharmacy

Marketing Case Study

For confidentiality purposes, the name of this company has been withheld. In this report, it will be referred to as Tester Tech, Inc. (TTI).

Tester Tech, Inc. (TTI) has been in business for five years, and in that time has established a strong position in the computer/video game industry as an outsource provider of game testing services. Before being released to market, video and computer games (just like any software) undergoes rigorous quality assurance and testing to ensure that it operates correctly. Many game makers are in the practice of outsourcing this testing process to companies that specialize in the critical, yet often exacting and repetitive, work of running tests. As one of these outsource test…. [read more]


Icebreaker Ltd. New Zealand Case Study

… Moving the manufacturing processes offshore was not due to a desire for cost reduction, but rather access to higher quality and quantiy production. The total process from wool to distribution of finished garments took 33 to 43 weeks. The complexity of the supply chain required a high degree of coordination to maximize its effectiveness (Andrade, 2010, p. 7).

Like many popular brands, imitators have plagued the company; however, Icebreaker's unique designs and high quality couldn't be easily reproduced. The company has also embraced the Internet to market the company's commitment to ethics and promote their "Baacode," the company's transparent supply chain. In addition, Icebreaker garments are available via several retailer websites (Andrade, 2010, p. 9).

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Icebreaker is an excellent example how innovation, commitment to…. [read more]

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