Problem 1:
The Australian wool industry was facing serious difficulties in marketing its product since the last two decades. Synthetic materials were slowly replacing wool so that the demand for broad wool was in decline. Marketers of that industry recognized that wool producers couldn’t effectively serve their market. Customers were too numerous and diverse in their purchasing requirements. Wool producers were aware that to be capable to survive in broad environment, some kind marketing strategies and policy were necessary. The search therefore began for segments which would offer better price and gradually suppliers starting to shift their emphasis towards more fine and superfine production. Target marketing was also carried out so as to assists producers better choose their markets and serve they well. This strategy proved to be effective as it helped them winning back their customers and positioning themselves in the industry.
Question 1: Using the case study as a reference, describe the term “market segmentation”, “market targeting” and “market positioning”.
Question 2: Identify and explain any three types of market segmentation you would ideally apply for the above case study. Support your answer with appropriate instances.
Question 3: Having evaluated the dissimilar segments, Australian suppliers should now proceed with the target market selection exercise. Using instances from the case study outline and describe the patterns comprising this exercise.