Radioshack Situational Analysis Paper

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Segmentation, Target Markets, and Positioning. ANALYSIS: Apply segmentation concepts to your product/firm. How can the market for your product/service be segmented (geographically, demographically, psychographically, and buying situations)? Who are the firm’s current customers (i.e., target market)? Make a detailed profile of the current customers using the segmentation variables. What is the product’s current positioning? (include 2 perceptual maps in an appendix - be sure to refer to them and discuss them as well). Also, your maps should be professional – i.e., computer generated.
Evaluate / Critique / Make Recommendations. For example, is the firm’s marketing mix effective for their target market(s)? Are there other target markets …show more content…

RadioShack is focused on mostly psychographic and demographic. It focuses on these segments of the market because RadioShack sells various election products. Psychographic and demographic are the most useful ways for RadioShack to segment its market for people that shop at RadioShack have to be psychographic and demographic focused on various elections. In market segmentation the psychographic segmentation is divided in to values, interests and the demographic segmentation into gender, age, income, education.
RadioShack’s target market of current consumer is people both male and female, ages 16-35 that have a high school education and above, live in a medium income home, tech savvy, risk-takers, and avid socializing [1].
RadioShack position in the market is in the middle. This is show in perceptual maps 1 and 2 [2&3]. In perceptual map 1 [3] we have RadioShack vs. major competitors in electronics. They are arranged from low pricing to high pricing and whether the company is low specialty or high specialty. Company included in the perceptual map 1 are Walmart, Target, EBay, Amazon, BestBuy, Apple, and RadioShack. RadioShack is medium priced with low specialty. Leading other companies like Walmart, target, amazon, and eBay to underprice RadioShack and take more profit than RadioShack. Then companies like Apple occupy the specialty portion

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