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Essay Details:
Essay text:
(Case analysis is due before class begins)
Discussion Questions
? Is Tweeter price competitive?
Think about this question at two levels.
First, think about objective price competition (i.e. use any data in the case that actually lets you compare prices).
Then think about subjective price competition, i.e. what do consumers think?
? Who are Tweeter's core customers?
Using the segmentation scheme proposed in the case, analyze which of these segments is Tweeter's core (most important). Then look at this segment carefully to analyze / understand where they shop.
Also, is this the right target segment for Tweeter? In other words, whom should they attract?
? How do consumers currently shop in this product category? How does Tweeter's new strategy (APP + abandonment of sales and ads) fit in with this? Specifically, what aspects of behaviour is this strategy supposed to change?
? Has APP been successful thus far? In your opinion, is this new strategy a customer acquisition strategy or a retention strategy?
? Strategically evaluate the new strategy in terms of competitor reactions...
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