This follow-up assignment will deepen your group\u2019s understanding of customer segmentation by evaluating your previous market segmentation with Acquisition-Expansion-Retention (AER) Model discussed in Chapter 3. You will revisit and refine the market segments you previously identified for your chosen company, assessing their potential through the lens of AER model. The goal is to align your segmentation with the company\u2019s long-term profitability and customer relationship strategies.<\/p>\n
Review the relevant sections in the textbook about the AER Model (Acquisition, Expansion, Retention). Your analysis should focus on how the selected customer segments would contribute to long-term value for the business and how their acquisition, expansion, and retention can be optimized.<\/p>\n
Your written report should cover the following sections:<\/p>\n
1. Apply the AER Model to Your Chosen Segment: <\/p>\n
\u2022Based on the segments you identified in your previous assignment, evaluate one segment using the AER Model: <\/p>\n
\u2022Acquisition: How does your business attract or plan to attract customers in this segment? What acquisition strategies should be used for this segment (e.g., advertising, promotions, brand awareness campaigns)?<\/p>\n
\u2022Expansion: How can the company encourage existing customers from this segment to buy more or engage more deeply with the brand? Consider cross-selling, upselling, and increasing customer engagement.<\/p>\n
\u2022Retention: How should the business keep these customers loyal? Discuss potential retention strategies, such as loyalty programs, customer service improvements, or other initiatives that would increase customer satisfaction.<\/p>\n
2. Segmentation through the AER Lens:<\/p>\n
\u2022Evaluate the viability and long-term potential of each segment in terms of acquisition, expansion, and retention:<\/p>\n
\u2022Which segments are likely to be easiest to acquire?<\/p>\n
\u2022Which segments offer the most expansion opportunities?<\/p>\n
\u2022Which segments are most valuable to retain?<\/p>\n
\u2022Based on these assessments, are there any segments that should be re-prioritized or refined?<\/p>\n
3. Refining Your Targeting and Positioning:<\/p>\n
\u2022Given your new insights from AER and CLV, how would you adjust your targeting and positioning strategy for the project company?<\/p>\n
\u2022Would you make any changes to your previously chosen target segments? If so, why?<\/p>\n
Final Submission:<\/p>\n
\u2022One group member should submit the final report by the end of the week.<\/p>\n
\u2022The report should be 2-3 pages (excluding references), clearly organized, and free from grammatical errors.<\/p>\n
\u2022Make sure to cite any data sources, research, or references you use, including from the textbook or external sources.<\/p>\n
ATTACHED IS THE PREVIOUS FILE I USED THAT WILL NEED TO BE REVISITED FOR THIS ASSIGNMENT<\/p>\n","protected":false},"excerpt":{"rendered":"
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