Discussion questions:
Discussion 1
Market Segmentation
Please respond to the following:
• From the e-Activity, identify which market segment(s) the business is targeting. Explain your answer.
• Present a case on why the company should be targeting a different market segment.
DISCUSSION 2
Branding
Please respond to the following:
• The key elements of a brand are differentiation, relevance, and perceived value. Using the company from the e-Activity and these key elements, analyze the company's brand effectiveness.
• Identify the company's brand strategy in e-Commerce. Suggest the use of a different brand strategy in order for the company to maintain a stronger brand.