M.M. LaFleur: Market segmentation and targeting

M.M. LaFleur: Market segmentation and targeting
Name
Professor
Institutional Affiliation
Course name & number
Due date
Q.1
M.M. LaFleur’s clothing company offers core products of work-appropriate clothes for professional women who had no interest in going out to shop. The actual product she provides is clothes designs, whose sizes ranged from size 0-22W. The clothes’ fabric is breathable, wrinkle-resistant, and able to maintain shape and conceal undergarments. The designs also incorporated pads to absorb sweat, snaps to hold bra straps, pant legs with hidden buttons for adjusting and stretching capability. Among the popular collections included the Etsuko dress, the Tory, and the Casey. M.M’s augmented product is the bento box comprising an assortment of clothes and accessories that a customer receives and tries on before buying. She also offers free shipping, a session with a personal stylist, and glasses of Prosecco with refills during retail shopping.
M.M. LaFleur provides the most value at the core product level because she came in to bridge the gap of delivering sharp and suitable wardrobe for busy working women who have no time or interest to go out shopping.
Q.2
M.M LaFleur’s clothing company segmented the market demographically to target highly educated professional women of all ethnic backgrounds working in finance, law, creative and technology industries. The women are 30 to 55 years of age and have an annual income of between 100 000 and 250 000 US dollars. Psychographically, she targets busy career women who are not technology fan...