INFO GIVEN

• Marker Motion, Inc. (MM) manufactures inertial motion capture sensors. Customers utilizing
MM's solutions are typically analyzing human movement
• To improve employee safety and/or efficiency, designing automation on production floors, and
various types of ergonomic product development
• With 45 employees, MM's revenues grew at an average rate of 5.5% over the prior three-year
period; however, the most recent quarterly financial data showed a decline in revenue.
• Avg spending on features over last 3 quarters - $60,000
• PURCHASE CRITERIA
a) Size & weight – some pros & cons given
b) Battery life – capture motion over longer period of time for integrity of data
c) Cost
INFO GIVEN
• CUSTOMER BASE
• Approximately 70% of Marker Motion's revenue comes from customers that place large-volume
orders.
• Customers placing large-volume orders were roughly divided into four subsegments (A–D)
• You are now responsible for designing the company's marketing strategy.
a) This includes determining all aspects of the company's go-to-market approach (including sales-
force deployment and distribution-channel strategy)
b) Associated elements of product policy, including pricing and market positioning of the
company's inertial motion sensor line.
c) how marketing resources such as sales-force time and market-research funds should be
allocated.
d) You will also need to determine how MM will meet the needs of the market and its intended
customer base.
e) In doing so, you should understand how market segments value MM's product offering.
f) you will need to decide whether and how MM's positioning relative to segment needs and
behaviors should change.
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SEGMENT PREFERENCE
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SEGMENT PREFERENCE