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Assignment on Decision making process

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Added on  2019-10-31

Assignment on Decision making process

   Added on 2019-10-31

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EXECUTIVE SUMMARY EXECUTIVE SUMMARY STUDENT NAMENAME OF THE INSTITUTE
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EXECUTIVE SUMMARY Executive SummaryMetabical is a well-known brand that has produced a revolutionary weight-loss drug. Thecompany has been able to create a niche in the market with its focus on product. The company has been able to develop unique product that is difficult to imitate. The primary target audience for the company overweight females. The company also target male customers who are obese. However, the prime target audience for the organizations is the overweight female customers in the age group of 25 to 65 years. The decision making process in the organization in terms of target audience is driven by the senior leadership team. The senior leadership team in consultation with the marketing team has defined the target audience. The organization, ‘Metabical’ operates in a niche market and the organization realizes the importance of Segmentation, Targeting and Positioning. There are various ways or variables to segment the market. Some organizations would segment the market on the basis of demographic and some organizations would segment the market on the basis of income level of consumers. Metabical has primarily used the three key variables to segment the market. The first variable is the demographic profile of people. The company wants to target the female people who are in the age group of 35 to 65 years. The second variable of segmentation is the income status. The company realizes that not all the consumers would be able to afford the products (Cross & Belich, 2015). Therefore, the company has segmented the market on the basis of income level and it want to target the people with the income between $30,000 and $50,000. The third and the most important segmentation variable for organization is the behavioral variable. The company wants to target the people who are conscious about their weight and wants to reduce the weight. The segmentation on the basis of behavioral aspect has enabled the organization to reach the specific target audience that want to lose 10 to 30 pounds. 2
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