Many companies have products that consumers desire, and some marketing professionals generate revenue in millions of dollars as result of their effective marketing strategies. Initially, however, marketing professionals must identify their market segments and establish the target market(s) believed to be the most lucrative and that have the most promise. Establishing a long-lasting global footprint and a value proposition are critical aspects of establishing a business market.
To prepare for this Discussion, review this week’s Learning Resources, particularly the “Onefinestay” case study.
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By Day 3
Post an evaluation of the use of market segmentation to create a value proposition for an organization. In your evaluation, answer the following questions:
- What market segments do the Onefinestay owners have for consideration?
- What are the value propositions?
- What marketing decisions do you believe the case owners must make? Explain your rationale.
- What recommendations would you suggest to enhance their understanding of their consumer behaviors?
Support your work with a minimum of two specific citations from this week’s Learning Resources and one or more additional scholarly sources.