Questions and Topics We Can Help to Answer
Paper Instructions;


This order is focused on Market Segmentation and Market sizing.

Your task is to Identify Walmart’s  target market in Vietnam  and size it in quantifiable Units (Buyers and/or  Dollars) and estimate  the expected growth rate for this target segment.

o    Note that market sizing is as much an art as a science.  The assigned readings will guide  your thinking, but your specific market sizing estimates will depend upon how effectively you use available data.  Youwill have to make assumptions to move from available data to the kind of market size data you need.  The assumptions you make and the logic you use will determine the validity of your market size and growth estimations.

o    For example, if you selected this country because of large number of passenger car sales and growth projections (good total market for your auto maker client), but your client sells compact cars (or electric cars, or some other specific type), then you need to estimate how much of that total car market is your target market (buyers of compact cars).  If you  have data that compact car buyers are primarily singles and small families (and/or that your client wants to target those buyers) and you have data from our country that singles/small families represent 25% of the country population, then you might ASSUME that 25% of the new car buyers will be singles/small families (assuming same representation among car buyers as among the general population). 

Note: this is the size of your target market, not your share of that market, since there are also competitors targeting that same segment and potential substitute products/services.

Include a positioning focus (the message that will appeal to your client’s targeted buyers), which will become a part of your Marketing Plan

Include Estimated target market size/growth (in Buyer and/or  dollar units), with:clear statement of starting data and its relevance to your market; with a detailed explanation of the estimating process for your target market segment (showing all calculations made);

Show statement of all assumptions made in the estimating process; and rationale for all assumptions made (why they are reasonable assumptions to make)

Finally, a Positioning message and how it relates to your client’s competitive advantages and to your buyer segment;

Required Reading
Required Resources:
same as week 5, Plus
•    Market segmentation:
1.    https://saylordotorg.github.io/text_principles-of-marketing-v2.0/s08-market-segmenting-targeting-an.html
2.    http://sk.sagepub.com.ezproxy.umuc.edu/reference/healthcaremanagement/n488.xml

•    Market sizing:    (note the assumptions being made. Assumptions are always used in estimations and must be clearly stated.  The more valid the basis for your assumptions, the more realistic will be your market estimations).
1.    Overview (multimedia):https://www.youtube.com/watch?v=v5eKAmZuQzs
2. One approach to market sizing: http://www.marketingprofs.com/tutorials/marketsize1.asp
3. https://www.youtube.com/watch?v=W-uxyglwDiY
4. A (non-business)  example of market sizing (process is independent of discipline): http://www.valueaddedag.org/nichemarkets/02evaluatingmarketsize.pdf

•    Data sources for market sizing: http://quickbooks.intuit.com/r/marketing/evaluate-market-size/#sm.01b3rb5a18fsdwm10em26vg2mpixr

•    Competitor analysis:
1. http://sk.sagepub.com.ezproxy.umuc.edu/reference/businesstoday/n204.xml
2. https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/internal-factors-30/competition-160-7227/
•    Business level strategy and Porter's Generic strategies: https://saylordotorg.github.io/text_mastering-strategic-management/s09-selecting-business-level-strat.html
•    Porter’s Generic competitive strategies: http://ezproxy.umuc.edu/login?url=http://go.galegroup.com.ezproxy.umuc.edu/ps/i.do?id=GALE%7CCX3273100118&v=2.1&u=umd_umuc&it=r&p=GVRL&sw=w&asid=6464bf8e2b3156986083c5e7b7d03dfd
•    Sources of Competitive advantage
1. Competitive advantage: http://ezproxy.umuc.edu/login?url=http://go.galegroup.com.ezproxy.umuc.edu/ps/i.do?id=GALE%7CCX3273100043&v=2.1&u=umd_umuc&it=r&p=GVRL&sw=w&asid=2881dc28e9af842b30b8f17756a19da2
2. differentiation: http://sk.sagepub.com.ezproxy.umuc.edu/reference/publicrelations/n119.xml