STRATEGIC MARKETING MANAGEMENT
Winter 2018/2019
Marketing strategy report
Team 14
Industry Arthemis
Firm RAVEN
Instructors: dr. Barbara Deleersnyder & drs. Hendrik de With
Date: 15.03.2019
, 1. Strategic market analysis
Market description
By looking at the Markstrat market forecast research, the current period market size is just
above 45 million and is expected to grow by approximately 10 million in the next period, and
ending in five periods at just below 90 million which represents a growth rate of around 90%
from Period 3 till the end of Period 8. Clinites market includes five segments: High Earners,
Affluent Families, Medium Income, Singles and Low Income. Regarding the relative
consumer segment sizes, the Low-Income count for 38.4% (17 718), Singles count for 27.7%
(12 778), which together makes up 2/3 of total market size leaving Medium Income and High
Earners segments with just above 13% each. In five periods, the segments Low-Income and
Singles are expected to double and triple respectively. Affluent Families is the segment with
the least percentage, which counts for only 7% of the market size but that is mainly due
to the fact that this segment is untapped. The lowest average growth rate in 5 periods from
now is for Medium Income (1.4%) and High Earners (4.6%). Quite attractive Nutrites market
has not yet been entered by any company, however the Market forecast of this market looks
really promising. If a product would be introduced in the next period, the market size is
expected to be 3 996 and is expected to grow by 635% by the end of Period 8. Nutrites market
consists of three segments: Health-Conscious, Elderly and Families. In 5 periods from now,
more than 60% of the market will be populated by Elderly and this segment is expected to have
a total growth rate of over 4500%, which implies that companies that want to enter this market
should develop a product perfectly suited for this segment in order to gain most market share.
Customer analysis
The Clinites market as already mentioned consists of five different segments and each segment
has its own preferences and needs. High earners are heavy users, demand high level of
performance and can afford expensive products. Affluent families are looking for high quality,
high performance and pleasant to use products. They are not price sensitive and often view
price as an indication of quality. Medium Income is looking for relatively inexpensive
products with average physical attributes and they are highly loyal. Low Income families are
less frequent and highly price sensitive buyers. Singles are relatively heavy users who favor
new brands and switch easily. MDS map (see Appendix 2&3) shows product position in the
perceptual map. The Ideal Values for these 5 segments can be seen in Appendix 1. High Earners
require the highest convenience level and 2nd highest performance level - the highest
performance is preferred by Affluent families. Medium Income, Affluent Families and Singles
1
Winter 2018/2019
Marketing strategy report
Team 14
Industry Arthemis
Firm RAVEN
Instructors: dr. Barbara Deleersnyder & drs. Hendrik de With
Date: 15.03.2019
, 1. Strategic market analysis
Market description
By looking at the Markstrat market forecast research, the current period market size is just
above 45 million and is expected to grow by approximately 10 million in the next period, and
ending in five periods at just below 90 million which represents a growth rate of around 90%
from Period 3 till the end of Period 8. Clinites market includes five segments: High Earners,
Affluent Families, Medium Income, Singles and Low Income. Regarding the relative
consumer segment sizes, the Low-Income count for 38.4% (17 718), Singles count for 27.7%
(12 778), which together makes up 2/3 of total market size leaving Medium Income and High
Earners segments with just above 13% each. In five periods, the segments Low-Income and
Singles are expected to double and triple respectively. Affluent Families is the segment with
the least percentage, which counts for only 7% of the market size but that is mainly due
to the fact that this segment is untapped. The lowest average growth rate in 5 periods from
now is for Medium Income (1.4%) and High Earners (4.6%). Quite attractive Nutrites market
has not yet been entered by any company, however the Market forecast of this market looks
really promising. If a product would be introduced in the next period, the market size is
expected to be 3 996 and is expected to grow by 635% by the end of Period 8. Nutrites market
consists of three segments: Health-Conscious, Elderly and Families. In 5 periods from now,
more than 60% of the market will be populated by Elderly and this segment is expected to have
a total growth rate of over 4500%, which implies that companies that want to enter this market
should develop a product perfectly suited for this segment in order to gain most market share.
Customer analysis
The Clinites market as already mentioned consists of five different segments and each segment
has its own preferences and needs. High earners are heavy users, demand high level of
performance and can afford expensive products. Affluent families are looking for high quality,
high performance and pleasant to use products. They are not price sensitive and often view
price as an indication of quality. Medium Income is looking for relatively inexpensive
products with average physical attributes and they are highly loyal. Low Income families are
less frequent and highly price sensitive buyers. Singles are relatively heavy users who favor
new brands and switch easily. MDS map (see Appendix 2&3) shows product position in the
perceptual map. The Ideal Values for these 5 segments can be seen in Appendix 1. High Earners
require the highest convenience level and 2nd highest performance level - the highest
performance is preferred by Affluent families. Medium Income, Affluent Families and Singles
1
