computer for very basic office applications. The segment is very price sensitive.
2. The Workhorse segment is the largest group of customers. They want a PC for
a variety of office workers to use. It should have substantial capability and
flexibility, although not top of the line. Ease of use is more important than high
performance. It should also be modestly priced.
3. The Innovator segment is a small segment that uses a computer for large
computational problems (engineering, accounting, inventory management). The
segment wants the latest technology and will pay a small premium for this high
performance.
4. The Mercedes segment is looking for a high-performance computer to use in
sophisticated engineering and manufacturing applications. Mercedes customers
are willing to pay substantially more for high performance. At the start of the
exercise, Mercedes customers are not in the market for PCs. They prefer
mainframes and minicomputers. It is not likely that Mercedes customers will be
willing to buy until sometime in the second year when new computer technology
is introduced.
5. The Traveler segment wants a practical computer to use on the road. Traveler
customers are executives and salespeople who travel a great deal. This segment
is moderately price sensitive.
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