M.M.LaFleur, a clothing company founded in New York in 2013, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group—working women who didn't like shopping. Despite the challenging customer base, the company grew steadily since its inception. Customers could shop online through the company's website or attend showrooms, pop-up stores, or trunk shows, where sales associates provided attentive personal service. However, the most successful venue for the company's sales was a feature called the M.M.LaFleur "bento box," which was responsible for 80 per cent of the company's revenue. By June 2019, M.M.LaFleur had grown from a small start-up company into a thriving business with a loyal customer base. The founder was pleased with her company's results, but wondered what her next steps should be. What could M.M.LaFleur do to continue its strong growth and momentum?
M.M.LAFLEUR：市场细分和定位 MM. Lafleur: Market Segmentation and Targeting (Simplified Chinese version)
Karen Robson, Adam J. Mills
Product #:W33785
Supplier:Ivey
Discipline:Marketing
Setting:United States, 2019
Industries:
Geography:
Your Price:$10.54
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Learning Objectives
- 描述公司的产品，以及与产品、价格、地点和促销相关的决策如何支持其产品战略；
- 评估细分和目标定位策略在创造客户价值方面的作用；
- 为公司的发展战略提供建议。
This case is suitable for both undergraduate- and graduate- level courses in marketing. The case demonstrates the key marketing concepts of segmentation and targeting, including how these concepts differ and support each other. Specifically, the case highlights how the use of multiple segmentation bases (i.e., demographic, psychographic, and behavioural factors) can be effective in identifying a target market. The case illustrates how firms can effectively target their desired customer in multiple ways. In addition to offering an opportunity to discuss and understand segmentation and targeting, this case also provides a basis for discussing the four P’s (product, price, place, and promotion) of the marketing mix. After working through the case and assignment questions, students will be able to
- describe the company's product, and how decisions related to product, price, place, and promotion support its product strategy;
- assess the role that segmentation and targeting strategies play in creating customer value; and
- provide recommendations for the company's growth strategy.