UC Dividing a Market Into Distinct Subsets of Consumers Discussion

Assigned Readings:

Chapter 3. Segmentation.

Initial Postings: Read and reflect on the assigned readings for the week. Then post what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding in each assigned textbook chapter.Your initial post should be based upon the assigned reading for the week, so the textbook should be a source listed in your reference section and cited within the body of the text. Other sources are not required but feel free to use them if they aid in your discussion.

Also, provide a graduate-level response to each of the following questions:

Video Exercise: Raleigh Wheels

Founded in 1887 in Nottingham, England, Raleigh Wheels became known as the original all-steel bicycle manufacturer. Eventually, ownership of a Raleigh bike became a status symbol. Raleigh’s product development has been significantly influenced by trends in the European market where biking had long been a lifestyle choice. Then, in the past 10 to 15 years, technological advances have fueled bikers’ desires for equipment that is lighter, faster, and better. All companies in the industry, including Raleigh, began incorporating these technological advances into their products. Sensing that it was getting lost as a company, Raleigh returned to what customers really expected. It returned to its roots as a steel bike producer for customers who are committed to bikes and biking as a lifestyle choice. Part of this impetus for returning to the all-steel bike came from the desire for messenger-style bikes by customers of Raleigh America. Customers who pursue biking as a lifestyle choice want durable equipment and a quality ride, both of which are provided by the all-steel bike. To ensure that Raleigh continues to satisfy its customers’ wants and needs, Raleigh America’s marketing manager constantly uses various venues to gather input from bike enthusiasts.

VIDEO DISCUSSION QUESTIONS

How can market segmentation be useful for producers of bicycles?

On what factors does Raleigh Wheels base its market segmentation? 

How can Raleigh Wheels benefit from the market segment that it pursues?