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MS DB1-4
MS DB1-4
MS DB1-4
Consider an organisation or product you are familiar with, which has faced the challenge of
entering a new market or a segment. This may be a new international market, or a new customer
segment. Responding to the following questions will help you further analyse and understand the
challenges.
Identify the modifications the organisation had to make to their marketing strategy and
other operations to succeed in the new market.
Identify the differences between the two markets that forced the organisation to make
these changes.
Select a major purchasing decision that you have made, or a purchase made by a friend or a
family member. This could be a vacation, sports equipment, or any other significant item. If you
are using someone else's decision, conduct a brief interview with the person to answer the
following questions. If you are using your own decision, attempt to reconstruct your thinking
about what prompted you to make the purchase.
Identify the product attributes that were important in your choice of that product or
service over the others you considered.
For each attribute that you identify as important, try to identify the benefits the attribute
delivered.
For each benefit you identify, try to identify the highest values that the benefit contributes
to customers. Construct your analysis into a means-end chain of the type illustrated
above.