Question 1: Develop a segmentation matrix based on soft drink industry. Most of the information presented in the matrix should be the product of research from sources in the public domain. Complement your matrix with a brief analysis of the segments that you find particularly attractive in terms of profitability. Discuss the existence of barriers to mobility that might affect the segments in question. Evaluate potential unexploited opportunities in the industry. Make sure to document your answer adequately.
Question 2: Use the same industry (soft drink industry) in Q.1 to answer and carry out vertical segmentation by first developing a diagram of its value system. Elaborate a table and a chart of its profit pool. Describe the pool’s boundaries. Identify the most profitable stages of the value system and assess the reasons why that stage or stages are the most profitable one(s). Your analysis should include a brief environmental scan and a brief analysis of the competitive environment of that industry.
Recommendation text book for theory:
Robert M, Grant “Contemporary strategy analysis” 5th edition
Michael E. Porter “Competitive advantage: creating and sustaining superior performance”
Online information:
- Business insights
- ISI emerging markets information service (EMIS)
- Business & Industry (Gale)
- Datamonitor marketline business information centre
- Euromonitor data base
- Relevant website such as news, journals and articals
Note: This coursework is all about industry analysis:
- Construction of segmentation matrix for product in industry
- Analysis of the segments
- Potential unexploited opportunities in this industry
- Vertical segmentation
- A diagram of value system
- Table and chart of profit pool, pool’s boundaries
- Environmental scan and competitive environment in this industry
Credit:ivythesis.typepad.com
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