UGBA 10 Lecture Notes - Lecture 12: Making Money, Fasttrack

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

Two market segments initially served by a single product. High tech - (compete on features - size and performance) Fasttrack report has key marketing data on segment preferences. Most brands would attempt to serve both audiences- they have to make smart choices. Low end: minimal investment to improve performance of current product. High end: minimal investment to cost-reduce current product. Low end: invest in low-end product pipeline for low-end segment. High end: invest in high-end product pipeline for high-end segment. Graphical representation of customer preferences on key product criteria. Products appear on the map and so do your competitors - you can see who is meeting customer needs best. Circles don"t overlap as much over time as they did in the beginning. One product to serve both markets becomes less viable - you must decide how much to invest in each segment, which market do you want to attract. Fasttrack shows industry size and growth for both segments.