Introduction to Integrated Business Management. The Following Slides are for Quarter 2. Establishing the Firm’s Strategic Direction and Setting Up Shop (with a focus on brand design considerations). Q2, Establish Strategic Direction.
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Integrated Business Management
Once you select a segment, you must design a brand to meet the needs of the segment.
Using the computer on the road is important to the traveler segment. What features would provide this benefit?
Using the computer on the road
Slim, rugged, portable design
10” color flat screen for portable
Network and Internet connections
Is more speed, software applications, memory, keys on the keyboard, etc. always valued?
Could “more of some feature” even make a customer unhappy?
Searching for the
Market’s Response Function
Um-um good peanuts would you put in the candy bar to make you the happiest?
None few bunch whole lot
Influence of peanuts on candy bar enjoyment
Number of Peanuts
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