BRICK BEER
Post your initial responses under your group's Module 1 discussion area.
1. Considering Figure 1.2, Product-Market Growth Directions (Aaker, page 6), how has Brick chosen to grow its business in recent years?

2. How does Brick define its customer segments? Create a segmentation chart.

3. What are some strategic uncertainties faced by Brick?

4. Based on the case and what you know about Brick, what are one or two segments they target?

5. What motivates the target segments?

6. Brainstorm some unmet needs that exist within the target segments.

7. What recommendations can you make for Brick?

8. Demographics
9. Using demographic parameters is an effective way to segment your target markets. This information includes age, gender, race, location, educational background and more. Think about the types of customers your business is targeting. If you have a regional product, perhaps your customers are located in certain cities or states. Your product may be targeted for businesses, individuals or both. As you brainstorm, you'll start to recognize different groups forming.
10. Psychographics
11. Psychographics analyze your customers' values, personality traits, interests, attitudes and opinions. This information helps you build a clearer persona for each of your groups. Is your customer independent or does she long to feel included? What does she value? If you aren't sure, hiring an outside market research company to run focus groups or conduct research surveys is a great way to gain more insight. Contacting a local business school to help is a less costly option.
12. Related Reading: How to Segment a Market Based on Product Differentiation
13. Research
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