MM. Lafleur: Market Segmentation and Targeting
商品編號：9B20A002
出版日期：2020/01/16
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Segmentation, Targeting, Marketing Mix
難易度：4 - Undergraduate/MBA
內容長度：6 頁
地域：United States
產業：Retail Trade
事件年度：2019
M.M.LaFleur, a clothing company founded in New York in 2013, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group—working women who did not like shopping. Despite the challenging customer base, the company grew steadily since its inception. Customers could shop online through the company's website or attend showrooms, pop-up stores, or trunk shows, where sales associates provided attentive personal service. However, the most successful venue for the company's sales was a feature called the M.M.LaFleur "bento box," which was responsible for 80 per cent of the company's revenue. By June 2019, M.M.LaFleur had grown from a small start-up company into a thriving business with a loyal customer base. The founder was pleased with her company's results, but wondered what her next steps should be. What could M.M.LaFleur do to continue its strong growth and momentum?
教學手冊：M.M.Lafleur: Market Segmentation and Targeting - Teaching Note
補充材料：