Below is the elaboration of the Strategy and STP case study for the 'marketing' course from the 1st year of bachelor at the UAntwerp. This assignment was part of a series of mandatory assignments and will later be used as exam questions.
Questions - Case study Ace & Tate - Marketing Strategy and STP
1. Based on which segmentation criteria would you segment Ace & Tate's market? Why?
Which segment is Ace & Tate targeting with their product? Why?
I would segment Ace & Tate in between the psychological and behavioral segment.
Psychological because Ace & Tate not only focuses on better eyesight, but also on expressing
yourself as a person. Their frames can help you to identify yourself and show who you are to
others.
The behavioral segment can also be linked to Ace & Tate, because they are very active in the digital
world. Because of this, it is possible that some people feel excluded from this market, such as the
elderly.
Ace & Tate targets young people who are looking for stylish glasses with high quality. These
people are thus looking for more than glasses to also use the product as a personal statement to
express themselves.
2. Create a two-dimensional perceptual map for Ace&Tate. Use service level and price as the
two dimensions. Where would Hans Anders fit in? Where would your local optician fit? What
would be other relevant dimensions to plot for this industry?
Legend: High price
AT = Ace & Tate
HA = Hans Anders (HA)
L = Local optician (L) L
The position of Ace & Tate A
represents a company with T
Low High
average pricing and high service service
service. This is because they H
A
offer frames, starting from £98,
which is not very much, but
going up to more than £160.
They also offer a lot of services, Low price
both online and offline.
Hans Anders is placed more to the lower left corner, because their frames are less expensive,
varying around €30 and €120. On the other hand, they don’t offer as much services as Ace & Tate
and they are not as personalized.
My local optician is often more expensive, but offers more individual services. This is because they
work on a smaller scale, making it easier to focus on their customers.
Other dimensions that could be relevant to integrate into a perceptual map for Ace & Tate are:
the quality of their products, the degree to which the brand stands out to others, their sales
volume or market share …
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