Zai 212

1. What is Zai’s business and why?

Zai is a boutique ski maker producing the best skis in the world because
they want to meet the needs of just exacting and wealthy potential client
who invest money on anything that might enhance their performance, from
the sleekest aerodynamic ski suits to the slickest skis.

2. Why does Mr Germanier want to expand the business? How can

segmentation research help?
Mr Germanier wants to expand the business because he saw potential to
expand in their market to improve sales growth for their company. They

m
er as
built a strong brand and reputation by word of mouth and it is a powerful

co
eH w
tool for growth.
They use priori approach to segmenation research by searching among

o.
rs e
demographic and social-economic characteristic- affluent clients. It help
ou urc
them gets sales-oriented, recognize the specific demands of particular
customer use those insights to develop winter sport products that meet
o

the target users’ demands. For example, opening gold club with the driver-
aC s

the crucial club most regularly upgraded by golfers, crosscountry skiing for
vi y re

older, affluent clients and other accessories.

ed d

3. Which quantities approach to positioning research might best apply to

ar stu

Zai?
The quantities approach to positioning research might best apply to Zai is
is

multidimensional positioning analysis because Zai needs to determine their

Th

competition, position of competitor and customers to stand firmly on their

potential market.
sh

This study source was downloaded by 100000796448888 from CourseHero.com on 09-19-2021 09:48:42 GMT -05:00

https://www.coursehero.com/file/72242071/Zai-212docx/
Powered by TCPDF (www.tcpdf.org)