The Energy Bar Industry.
business
Description
The subject of this paper is “The Energy Bar Industry” discussed on pages 105 - 106 in the course text. Conduct a thorough analysis of this category’s customers, competitors, market, and environment from the perspective of PowerBar. I have attached the required pages. In particular, address the following issues: a. How is the market segmented? What are the key customer motivations and unmet needs? What are the similarities and differences among the segments? How might a company link customer motivations to value propositions? b. Identify competitors. Who are the most direct competitors? The indirect competitors? Substitute products? What are the strategic groups? c. Develop and justify a position on the issue of customer segmentation. What are the alternative views that may exist?
