University Marketing Report: Money Mentors Market Analysis, Alberta

This report provides a comprehensive market analysis of Money Mentors, a non-profit organization based in Alberta, Canada, using the 5C approach (Customer, Context, Company, Collaborators, and Competitors). The analysis delves into the company's mission to assist Albertans facing financial crises, its history, and its operational strategies, including the Orderly Payment of Debt program. It examines the external factors affecting the company, such as political, social, technological, economic, and legal environments (PESTEL analysis). The report then explores market segmentation, primarily focusing on demographic segmentation by age, and recommends a target market of individuals aged 20 to 40. Furthermore, the report highlights the company's goals of eradicating financial hardship and suggests strategies for effective market positioning, incorporating data from government surveys and competitor analysis. The report concludes with recommendations for Money Mentors to enhance its services and reach its target audience effectively.

Running Head: Marketing management
Marketing management
Name of the student
Name of the university
Author’s note

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Marketing management
Executive summary
The report deals with the study of the company known as Money Mentor of Alberta,
Canada. The study introduces the reader with the market analysis of the company with the
help of 5C approach. The market segmentation of the company is also done, which works
according to the demographic segmentation. Different factors affecting the company's
performance is also demonstrated. Recommendations are also suggested to the company
about the target market. The company's goals are also shown, which is all about eradicating
the financial crisis of the people of its place.

3
Marketing management
Table of Contents
Introduction...........................................................................................................................................4
Background............................................................................................................................................4
Market analysis.....................................................................................................................................5
Customer...........................................................................................................................................5
Context..............................................................................................................................................5
Company...........................................................................................................................................6
Collaborators.....................................................................................................................................6
Competitors.......................................................................................................................................6
Market segmentation............................................................................................................................7
Target market recommendation...........................................................................................................8
Market analysis.....................................................................................................................................8
Sizing..................................................................................................................................................8
Weighing scale...................................................................................................................................9
Segment Analysis:............................................................................................................................10
Segmenting Scale:............................................................................................................................11
Ranking:...........................................................................................................................................12
Segment Map:.................................................................................................................................13
Market segment Ranking Chart:......................................................................................................14
Conclusion...........................................................................................................................................14
References...........................................................................................................................................15
Appendix 1...........................................................................................................................................17
Appendix 2...........................................................................................................................................18
Appendix 3...........................................................................................................................................19
Appendix 4...........................................................................................................................................20
Appendix 5...........................................................................................................................................22
Appendix 6...........................................................................................................................................23
Appendix 7...........................................................................................................................................24

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Marketing management
Introduction
The name of the company is Money Mentors, which is a non-profit organization
which conducts counselling and administration of the Orderly Payment of Debt program on
the part of the federal government in Alberta Canada. The firm was established in the year
1997 and since been recognised as the sole counselling company. The company deals with
the issue of bankruptcy and proposals of the consumers. Its main motive is to assist the
people of Alberta in Canada from the calamity of finances. It also takes into consideration the
factors of education, counselling programmes and the coaching facilities. It provides relief by
offering debts to the people and the institutions in need. Thus, one can say that the company
offers a service which meets the needs of the consumers.
Background
Money Mentors is a company with the mission statement of educating the Albertans
through the management of money in a personal way by making use of the credit in a wise
manner. It provides alternative options to struggling families and individuals. It aims towards
building a healthy future in terms of financial issues and confirms for their financial literacy.
Thousands of Albertans have been helped since its launch of the Credit Counselling Services
by finding out suitable solutions to the financial crisis. The debts which were challenging to
manage is now managed exclusively with efficient use of the Orderly Payment of Debts
Program. The success of the company is noticed with the return of $125 million to the
respective creditors within the first fifteen years. This success has to lead them to win the
Consumer Choice Award for Business Excellence six times in a row.
The company employs efficient team members who are expert in handling the
financial issues to provide a qualified service to its consumers. The company also conducts
the OPD program for money coaching and credit counselling. The company believes in the
orderly payments of the programmes. This program is created in collaboration with the
federal government of Alberta. The entire management and the control are done under the
guidance and offerings of the Money Mentors. The strategies and the works are federally
legislated with the fixed rate of interest on the debt as considered. Online and offline
resources are also used for managing and handling the entire functioning. Practical and
realistic plans of earning and spending are dealt with the debts. The company assures its

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Marketing management
customers of the services it provides by sharing the success stories of the company and
making them entrust their rules and principles.
Market analysis
The market analysis of the company Money Mentors is done with the help of 5C
approach, which determines its customers, competitors, company, collaborators and the
context.
Customer
The company is determined to fulfil the needs of the customers in terms of financial
crisis since its establishment. The people of Alberta are said to have the most significant debt
per capita on average in Canada. The company helps the people of Alberta to gain the
obligations related to the debt repayment. In this way, the clients are also protected from any
strict legal actions taken against them by the creditors. The company evaluates the varied
alternatives regarding the purchase decisions, the post-purchase choices, the search of
information, bill payments done online and the issues of underemployment among the
citizens.
Context
The analysis of the context of the company is done with the help of PESTEL analysis
which showcases the political, environmental, social, technological, economic and the legal
environment of the company (Poloz.SS. 2018)
Political factors -The population of Alberta is not less and is expected to grow in recent
years with the addition of more pressure on the company regarding financial issues. The
company, however, efficiently manages the matter on behalf of the Albertan federal
government.
Social factors -The socio-cultural environment of Alberta is such which arises the situation
of taking debts from the creditors and falling into the trap of financial crisis. The company
deals with these socio-cultural factors and provides education and counselling related to
finances and how to cover up the debts to the people of Alberta.
Technological factors -The technical elements and the resources of the company are kept up
to date to meet the urgent situations aroused due to financial scarcity. The technology plays
an essential role in keeping the records safely and accurately to be used for future reference.

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Marketing management
The bankruptcy and insolvency details, the debt collection, and the written debt documents
are held securely, and records are updated with the technical assistance.
Economic factors- The company focuses on the integrity of the financial resources in the
country. It seeks for the debt management of the country along with credit counselling and
resources for financial education. The fundamental of personal finance is learnt among the
people, which enhances their confidence and leads to their economic growth. New
commercial initiatives are always undertaken by the company to increase financial
knowledge.
Legal factors -The statutory considerations of the company include preventing the struggling
individuals and the families from the strict actions which might be taken against them by the
creditors. The company thus assists them in returning their debts and enhancing productivity
in Alberta.
Company
The business model of Money Mentors has been successful in helping the people of
Alberta at the time of financial crisis. The business model considers the customer base of the
place, the services it provides and the financing details of the company. The company has
also launched various plans and online tools, which helps the Albertans to take direct
assistance from the company in case of financial struggles. People can organize their
incomes, expenses, debts and the other business assets with the help of these online tools. The
financial calculators provided by the company helps in indulging into emergency savings,
gauging the credit card debt, earning interests and focusing on investments goals. The
company implements strategies which benefit both the customers and the company and
accelerates towards eradicating the issue of finances of Alberta shortly. Credit reports are
created, and financial tips are given to the customers to deal with the debt in a healthy manner
(Equifax.C., 2018)
Collaborators
The collaborators of the Money Mentor company are the private and the public banks
of Alberta, the social services institutions and organizations owned privately and by the
government organization. The financial institutions and the counselling organizations also
collaborate with the company to help them in fulfilling their mission and achieving their goal
aimed towards society.

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Marketing management
Competitors
The company also has many competitors like those of the trustees of the large
organizations and the DMP's. The trustees contribute to the 90 per cent of the market share in
the sector of bankruptcy and insolvency in Alberta. The competitive edge of the company
needs to be reliable, which is maintained by operating under law and regulations.
Market segmentation
Demographic segmentation of the market is said to be the most extensive type of
market segmentation used to gain maximum analysis and benefit. Money Mentor uses the
strength of the population to achieve the significant variables of segmenting the market. The
segmentation is done more specifically to age. The industry standards of the company
demand for its demographic segmentation. The federal government considers the population
in the entire debt sector; there are major credit reporting bureaus, which are two in a number
called Equifax and TransUnion. The demographic segmentation can prove vital for the
insolvency and the bankruptcy sectors of the company.
The market is generally divided by the company into different age groups namely,
preschool children, the children of school age, adults of the age twenty to forty, adults of the
age forty to sixty-five, adults of the age sixty-five and above and the old age members. The
life cycle of the market determines various resources of segmentation the company uses.
These variables of the demographic segmentation, especially age, is associated with the needs
and wants of the customers. These variables can be easily measured with the help of a survey.
The size of the market is efficiently described, and the Money Mentor uses this variable to
determine the sections suffering from the financial crisis and then assists accordingly. The
needs and the wants of the consumer's changes with age and thus the company uses this
method of market segmentation to function efficiently (Hansen.J., 2019)
The lack of the debt to the adult will be more as compared to that of a school going
child, and thus the company can formulate and implement strategies by estimating the
number of adults and their probable needs and requirements. With the primary function of the
financial issue being the same, there may be changes in the sources leading to the scarcity.
Money Mentors also gives its support to the various training programmes to ensure that the
consumers and the participants gain the utmost benefit and enjoyable experience with
positively influencing the community. It also volunteers and contributes to the process of its

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Marketing management
business. The company makes the fundamental investigations and deals with the concepts of
financing the individuals and so on. The financial services marketing concepts are understood
which creates a better sense of working and functioning (Kotler, 2016)
Target market recommendation
The company implements various methodologies like data collection, mentoring
activities, the previous experiences of working and performing, and the willingness to assist
in future helps in determining the target market. The surveys are conducted by the
government of Alberta, which gives a thorough knowledge of the financial programmes and
the struggling status of the families and individuals. The target market to be recommended to
the company of Money Mentors is the group of people with the age group of twenty to forty
years. The maximum debt management is required by these people, which is eventually
fulfilled in the future run (Seskus, 2019).
The people with the significant employment status needs to be focused on regarding
the ways they handle their expenditure and the credit savings. The age of the Alberta
population demonstrates the income and the education of the community, which helps in the
mentoring of the financial issues. The company must keep the differences in mind while
implementation of the efficient strategies which reflects the requirements of the needy person
in the population. The company must interpret the needs with caution while taking the
estimates of the smaller subgroups. The company must establish itself as the formal and the
informal mentor, which helps in a distinguished level of backgrounds. The company also
investigates the target markets of the competition and the way it deals with the customers
(Craddock, 2019)
The company must make use of the information gained from the results of the survey
conducted by the federal government of Alberta, Canada. A complete list of the demographic
segmentation and its information is necessary to be relied on for work following the same.
Being specific plays an essential role in the total understanding of the system and the
financial crisis. It is also necessary for the company to keep the record of the amount of
money given to its customers so that further implementations can be done with the
affordability. The employees play a vital role in the determination of the company's success
by gaining achievement of the goal (Emter, 2010)

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Marketing management
Market analysis
Sizing
Populatio
n estimate
Delinquenc
y rate (in
%)
Averag
e debt
(in $)
Addressable
market (in
$)
Estimated debt OPD fee
potential total
addressable
market (TAM)
18
-
25
4,20,032 1.30 8454 3,55,09,50,528
26
-
35
3,43,028 3.40 17953 20,93,84,97
7
6,15,83,81,684
36
-
45
5,81,850 3.60 28232 59,13,64,41
1
16,42,67,89,20
0
46
-
55
5,52,207 4.20 34933 81,01,90,38
0
19,29,02,47,13
1
2,29,04,04,579.7
9
56
-
65
4,46,662 3.10 29466 40,80,01,61
7
13,16,13,42,49
2
65
+
5,00,215 2.80 16086 22,53,00,83
8
8,04,64,58,490
Weighing scale
Weighing Scale
Competitiveness Market
Opportunity Attractiveness To
talAbility
to
Differe
ntiate
Compe
titive
Intensit
y
Barr
iers
to
Entr
y
Mar
ket
Size
Gro
wth
Rat
e
Profita
bility
Strat
egic
&
Tech
nical
Capabi
lities
Mat
urity
&
Timi
ng

10
Marketing management
Fit
5% 10% 15
%
15
%
15
% 20% 10
% 5% 5% 10
0%
Ranking Criteria & Definitions:
Ability to Differentiate - is there any specific competitive advantage that one can
provide to this market? MM is the only organization who administers the OPD program
Competitive Intensity - are there few competitors actively engaged in this market
segment? Are they weak? We have strong competitors (help form parents/ DMP
programs/ Collection Agency / Consumer proposal / bankruptcy
Barriers to Entry - are there any major barriers to entry (technology, patents,
distribution, etc.)? CL must show ability/ Cl may have access to more creative ways to
solve debt
Market Size - how large is the total addressable market? Measured in terms of people
form census
Growth Rate - what is the anticipated growth rate for this segment? Based on the
delinquency rate
Profitability - are profit margins attractive? Based on OPD potential
Strategic & Technical Fit - how aligned is this market opportunity with our strategic
direction? All segments align with strategic direction
Capabilities - do you have the technical capabilities to compete in this market
effectively? Yes - 22 years of technical experience in administring OPD in Alberta
Maturity & Timing - how mature is this market? Is now the right time to enter? Factors
to include payment ability / creditor proof/ assets / resources
Segment Analysis:
Competitivenes
s
Market
Opportunity Attractiveness
Mar
ket
Segm
ents
Ability
to
Differe
ntiate
Comp
etitive
Intensi
ty
Bar
rier
s to
Ent
ry
Mar
ket
Siz
e
Gro
wth
Rat
e
Profit
ability
Strat
egic
&
Tech
nical
Fit
Capab
ilities
Mat
urit
y &
Timi
ng
Wei
ghting 5% 10% 15
%
15
% 15% 20% 10% 5% 5%

11
Marketing management
18-
25 5 3 3 7 2 1 6 9 3
26-
35 5 4 4 6 6 2 6 9 4
36-
45 5 6 6 10 7 5 6 9 5
46-
55 5 5 6 10 8 7 6 9 7
56-
65 5 5 6 8 6 4 6 9 6
65+ 5 2 2 9 5 2 6 9 3
Segmenting Scale:
Abilit
y to
Differ
entia
te
Com
petit
ive
Inten
sity
Barri
ers
to
Entr
y
Ma
rke
t
Siz
e
Gr
ow
th
Ra
te
Profi
tabil
ity
Stra
tegi
c &
Tec
hnic
al
Fit
Capa
biliti
es
Maturity &
Timing
1
Affect
s
Credit
Handl
e
debt
DIY
Debt
inelig
ible
<6
000
0
0-
1%
<$2
0mil
Protected
income
2
Help
From
Famil
y
Legal
actio
n
unlik
ely
<1
200
00
1.1
-
1.5
%
<$4
0mil
Unemploye
d
3
Hards
hip
Progr
Inelig
ibly -
bank
<1
800
00
1.6
-
2%
<$6
0mil

12
Marketing management
am
ruptc
y
4
Intern
al
Colle
ction
Asset
s - no
abilit
y
<2
400
00
2.1
-
2.5
%
<$8
0mil
low
income/und
eremployed
5
Exter
nal
Colle
ction
Temp
orary
inabil
ity
<3
000
00
2.6
-
3%
<$1
00mi
l
Medium
income /
gainfully
employed
6
DMP'
s
Parti
al
Abilit
y
<3
600
00
3.1
-
3.5
%
<$1
20mi
l
7
Ability
to
deal
with
gover
nmen
t debt OPD
Parti
al
Abilit
y+
asset
s
<4
200
00
3.6
-
4%
<$1
60mi
l
8
Flexib
le
repay
ment
terms
Cons
umer
Propo
sal
Abilit
y
<4
800
00
4.1
-
4.5
%
<$1
80mi
l
9
Lifts
Garni
shme
nt
Bankr
uptcy
Abilit
y +
Asset
s
<5
400
00
4.6
-
5%
<$2
00mi
l
1
0
Prote
ct
Asset
s
<6
000
00
5%
+
<$2
20mi
l
Ranking:
Market
Segments
Meets
Specifica
tions
Segment
Score
Competitiv
eness
Market
Opportu
nity
Attractive
ness
18-25 3.8 1.0 1.6 1.2
26-35 4.7 1.3 2.2 1.3

13
Marketing management
36-45 6.6 1.8 3.6 1.3
46-55 7.2 1.7 4.1 1.4
56-65 5.9 1.7 2.9 1.4
65+ 4.3 0.8 2.5 1.1
Segment Map:

14
Marketing management
Market segment Ranking Chart:
Conclusion
It is thus, concluded that the company known as the Money Mentor is one of the
significant counselling and the administrative companies in Alberta, Canada which helps its
people to come out from the situation of the financial crisis. The company makes use of the
demographic segmentation of the market with a specific variable taken as age. The
implementation of the strategies is done accordingly. The conclusion from the market
analysis of the company from the 5C approach is also drawn, which also imparts known of its
PESTEL analysis influencing the company’s performance.

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Marketing management
References
Bakx, K & Seskus, T 2019, ‘Conference Board of Canada says Alberta could slip into
recession this year | CBC News’, CBC, accessed July 17, 2019, from
<https://www.cbc.ca/news/business/conference-board-of-canada-recession-alberta-
1.5152788>.
Craddock, D 2019, ‘Albertans carrying more debt than anywhere else in Canada: report’,
CityNews Edmonton, accessed July 17, 2019, from
<https://edmonton.citynews.ca/2019/04/22/albertans-carrying-more-debt-than-
anywhere-else-in-canada-report/>.
Emter, N 2010, ‘Recession in Review: The Alberta Economy and Employment’, Western
Centre for Economic Research, vol. 1, no. no.139, p. 37.
Equifax, C 2018, ‘Total Canadian Consumer Debt Climbs to $1.864 Trillion’,
GlobeNewswire News Room, accessed July 17, 2019, from
<http://www.globenewswire.com/news-release/2018/10/17/1622774/0/en/Total-
Canadian-Consumer-Debt-Climbs-to-1-864-Trillion.html>.
Hansen, J 2019, Alberta Population Projections 2019–2046, Alberta and Census Divisions,
accessed July 18, 2019, from <https://open.alberta.ca/dataset/90a09f08-c52c-43bd-
b48a-fda5187273b9/resource/2ba84ee4-c953-457c-a8c7-351f6dd68abf/download/
2019-2046-alberta-population-projections.pdf>.
Keller, K & Kotler, P 2016, Marketing Management Global Edition., accessed July 14, 2019,
from <https://www.amazon.ca/Marketing-Management-MyMarketingLab-Global-
Keller/dp/1292092734/ref=sr_1_5?
keywords=marketing+management+global+edition+kotler&qid=1563138253&s=digi
tal-text&sr=1-5-catcorr>.
Money Mentors ‘Award-Winning Credit Counselling Sevices Alberta’, Money Mentors,
accessed July 14, 2019, from <https://moneymentors.ca/about-us/>.

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Marketing management
Poloz, SS 2018, ‘Canada’s Economy and Household Debt: How Big Is the Problem?’,
accessed July 18, 2019, from <https://www.bankofcanada.ca/2018/05/canada-
economy-household-debt-how-big-the-problem/>.
StatsCan 2018, 2018 Insolvency Statistics Canada, Superintendent of Bankruptcy Canada,
accessed July 17, 2019, from <https://www.ic.gc.ca/eic/site/bsf-osb.nsf/vwapj/annual-
insolvency-statistics-2018-EN.pdf/$file/annual-insolvency-statistics-2018-EN.pdf>.
Ting, J 2019, Quarterly Population Report, Government Of Alberta, Alberta, accessed from
<https://open.alberta.ca/dataset/aa3bce64-c5e6-4451-a4ac-cb2c58cb9d6b/resource/
c2847560-cd2f-44c4-b7a8-be52e18ae733/download/2019-q1-population-report.pdf>.
Toneguzzi, M 2018, ‘Alberta leads country with highest level of average debt’, Troy Media,
accessed July 17, 2019, from <https://troymedia.com/2018/10/18/alberta-lead-
country-highest-debt/>.

17
Marketing management
Appendix 1: Sizing
Populatio
n estimate
Delinquenc
y rate (in
%)
Averag
e debt
(in $)
Addressable
market (in
$)
Estimated debt OPD fee
potential total
addressable
market (TAM)
18
-
25
4,20,032 1.30 8454 3,55,09,50,528
26
-
35
3,43,028 3.40 17953 20,93,84,97
7
6,15,83,81,684
36
-
45
5,81,850 3.60 28232 59,13,64,41
1
16,42,67,89,20
0
46
-
55
5,52,207 4.20 34933 81,01,90,38
0
19,29,02,47,13
1
2,29,04,04,579.7
9
56
-
65
4,46,662 3.10 29466 40,80,01,61
7
13,16,13,42,49
2
65
+
5,00,215 2.80 16086 22,53,00,83
8
8,04,64,58,490

18
Marketing management
Appendix 2: weighing scale
Weighing Scale
Competitiveness Market
Opportunity Attractiveness
To
tal
Ability
to
Differe
ntiate
Compe
titive
Intensit
y
Barr
iers
to
Entr
y
Mar
ket
Size
Gro
wth
Rat
e
Profita
bility
Strat
egic
&
Tech
nical
Fit
Capabi
lities
Mat
urity
&
Timi
ng
5% 10% 15
%
15
%
15
% 20% 10
% 5% 5% 10
0%
Ranking Criteria & Definitions:
Ability to Differentiate - is there any specific competitive advantage that one can
provide to this market? MM is the only organization who administers the OPD program
Competitive Intensity - are there few competitors actively engaged in this market
segment? Are they weak? We have strong competitors (help form parents/ DMP
programs/ Collection Agency / Consumer proposal / bankruptcy
Barriers to Entry - are there any major barriers to entry (technology, patents,
distribution, etc.)? CL must show ability/ Cl may have access to more creative ways to
solve debt
Market Size - how large is the total addressable market? Measured in terms of people
form census
Growth Rate - what is the anticipated growth rate for this segment? Based on the
delinquency rate
Profitability - are profit margins attractive? Based on OPD potential
Strategic & Technical Fit - how aligned is this market opportunity with our strategic
direction? All segments align with strategic direction
Capabilities - do you have the technical capabilities to compete in this market
effectively? Yes - 22 years of technical experience in administring OPD in Alberta
Maturity & Timing - how mature is this market? Is now the right time to enter? Factors
to include payment ability / creditor proof/ assets / resources

19
Marketing management
Appendix 3: segment analysis
Competitivenes
s
Market
Opportunity Attractiveness
Mar
ket
Segm
ents
Ability
to
Differe
ntiate
Comp
etitive
Intensi
ty
Bar
rier
s to
Ent
ry
Mar
ket
Siz
e
Gro
wth
Rat
e
Profit
ability
Strat
egic
&
Tech
nical
Fit
Capab
ilities
Mat
urit
y &
Timi
ng
Wei
ghting 5% 10% 15
%
15
% 15% 20% 10% 5% 5%
18-
25 5 3 3 7 2 1 6 9 3
26-
35 5 4 4 6 6 2 6 9 4
36-
45 5 6 6 10 7 5 6 9 5
46-
55 5 5 6 10 8 7 6 9 7
56-
65 5 5 6 8 6 4 6 9 6
65+ 5 2 2 9 5 2 6 9 3

20
Marketing management
Appendix 4: segmenting scale
Abilit
y to
Differ
entia
te
Com
petit
ive
Inten
sity
Barri
ers
to
Entr
y
Ma
rke
t
Siz
e
Gr
ow
th
Ra
te
Profi
tabil
ity
Stra
tegi
c &
Tec
hnic
al
Fit
Capa
biliti
es
Maturity &
Timing
1
Affect
s
Credit
Handl
e
debt
DIY
Debt
inelig
ible
<6
000
0
0-
1%
<$2
0mil
Protected
income
2
Help
From
Famil
y
Legal
actio
n
unlik
ely
<1
200
00
1.1
-
1.5
%
<$4
0mil
Unemploye
d
3
Hards
hip
Progr
am
Inelig
ibly -
bank
ruptc
y
<1
800
00
1.6
-
2%
<$6
0mil
4
Intern
al
Colle
ction
Asset
s - no
abilit
y
<2
400
00
2.1
-
2.5
%
<$8
0mil
low
income/und
eremployed
5
Exter
nal
Colle
ction
Temp
orary
inabil
ity
<3
000
00
2.6
-
3%
<$1
00mi
l
Medium
income /
gainfully
employed
6
DMP'
s
Parti
al
Abilit
y
<3
600
00
3.1
-
3.5
%
<$1
20mi
l
7
Ability
to
deal
with
gover
nmen
t debt OPD
Parti
al
Abilit
y+
asset
s
<4
200
00
3.6
-
4%
<$1
60mi
l
8
Flexib
le
repay
ment
terms
Cons
umer
Propo
sal
Abilit
y
<4
800
00
4.1
-
4.5
%
<$1
80mi
l

21
Marketing management
9
Lifts
Garni
shme
nt
Bankr
uptcy
Abilit
y +
Asset
s
<5
400
00
4.6
-
5%
<$2
00mi
l
1
0
Prote
ct
Asset
s
<6
000
00
5%
+
<$2
20mi
l

22
Marketing management
Appendix 5: Ranking
Market
Segments
Meets
Specifica
tions
Segment
Score
Competitiv
eness
Market
Opportu
nity
Attractive
ness
18-25 3.8 1.0 1.6 1.2
26-35 4.7 1.3 2.2 1.3
36-45 6.6 1.8 3.6 1.3
46-55 7.2 1.7 4.1 1.4
56-65 5.9 1.7 2.9 1.4
65+ 4.3 0.8 2.5 1.1

23
Marketing management
Appendix 6: Segment Map

24
Marketing management
Appendix 7: Market segment Ranking Chart