Name: Saneea Ahmad

Section L

Assignment

1.We will choose Segment A (Egypt) and Segment B (Qatar) as they have scored the highest overall
ratings. And as mentioned above the segments which have the highest overall attractiveness will be
chosen by the Chawla group.

Segment Segment Characteristics Segment Size Market Potential Sales Potential percent Sales Potential
A Egypt 202 400000 18.0% 72000
B Qatar 100 250000 20.0% 50000
C Libya 32 300000 10.0% 30000
D Jordon 156 100000 2.5% 2500

Attributes Segment A Segment B Segment C Segment D

Market Potential 5 3 4 2
Sales Potential 5 4 3 2
Intensity 3 2 3 1
Value contribution 4 5 1 3
Capability Fit 4 5 1 4
Price Intensity 4 4 2 5
Competitive Intensity 4 3 5 4
Overall attractiveness 29 26 19 21
2

Introduction stage- at this stage the product needs to be introduced and is launch in the market. People
need to be made aware of the product and they need to be convinced to buy it. We can introduce
samples and tasting so that people will try them
Growth stage- intensive advertisement needs to be done so that people continually buy your product.
New colors or flavors need to be introduced so that people will continue to buy them and increase the
sales revenue. Innovation is essential to this stage and needed to increase the sales.

Maturity stage- at this stage the sales are stagnant and competitors are more. We need to offer
discounts so that more people buy our product and our sales increase. Augmentation needs to be done
as well.

Decline stage- at this stage the sales are decreasing and product needs to be discontinued or the
division needs to be sold in order to save costs. Also the product can be rebranded and re launched in
some cases.

1980- GROWTH STAGE

Sales need to enhance so product should be advertised as much as possible. New colours and new
advertisements should be aired to attract more customers. More people know about the product more
the sales would be. Innovation needs to be present in the products so that people will buy it and it
needs to be constantly updated and advertised.

2014- MATURITY STAGE

The product needs to be enhanced via augmented features. Sales need to be increase as much as they
can by issuing discounts so that maturity stage can be dealt with. Also competition is high at this stage
and to eliminate the competitors we need to keep product at low prices.