Part 2: Marketing Segmentation & Targeting
Instructions: In Part 2 of the marketing plan, you will fill out additional details about the company
that you chose in the first part of this project in Module 2. There are three sections in this
assignment that you need to complete including:
Mission, objectives, and strategy
Be sure to provide thorough, professionally researched answers to the questions below. The
purpose of the assignment is for you to get a better understanding about how your company
functions, the issues it faces, and what type of customer it targets.
Using the same sources (and others if they are needed) from Part 1, answer the following
questions about your company in detail. Each question in the following section is worth seven
What problem does your product or
To give kids the ability to be creative, while using
Who are potential customers (list at
Parents of children, Teenagers, young adults
What are the key segments within this
Geographical, behavioral, demographical
Identify and briefly describe 1-3
segments that your company serves.
Connected community, active households, lead
Which segment does your marketing
plan focus on, and why? Why do you
believe this segment will offer growth
and profit opportunities?
Geographical segment, since it has thousands of
stores worldwide. This allows anyone to buy Legos
without any hassle
Consider both internal and external factors that influence your company. Complete the table
below to fill in the strengths, weaknesses, opportunities, and threats to your company. Each box
should have a minimum of three responses. Make sure that you list each one next to the bullets
provided (and add additional if they are needed. Each of the boxes is worth ten points.
Allows kids to build their imagination.
Can be expensive.