You are an analyst in the marketing department for a major grocery store chain, and you recently submitted a report to your boss regarding potential market segments the company should consider targeting. Your boss just sent the report back to you with the following questions:
What are the strengths and weaknesses of the competitors who are also targeting these markets?
Does any firm dominate the market currently?
Can we create a compelling marketing mix to effectively compete for business in this market segment?
Based on the questions being asked, it appears your boss is using which one of the following segment evaluation approaches?
A) Company sales potential approach
B) SWOT analysis approach
C) Breakdown approach
D) Competitive assessment approach
E) Buildup approach

Question

Quizplus · Accepted Answer

The questions being asked by the boss suggest that they are using the competitive assessment approach, which involves evaluating the strengths and weaknesses of competitors in a given market segment. The other approaches (company sales potential, SWOT analysis, breakdown, and buildup) do not specifically address competitor analysis.

You Are an Analyst in the Marketing Department for a Major