DISCUSSION ON THE STATE OF THE GENERATION Y
In my opinion the characteristics of Generation Y in the paper are correct and found in a larger part of the population Y. But there are huge exceptions on the assumption that the Generation Y: “They are optimistic, social and have high expectations”. Because in 2008 started the worst and the dipper economic crisis from 1928. This means that the expectations for the future of the generation Y is very reduced compared with the expectations of the baby boomers and X generation.
And It could be argued that Generation Y has all of his activities tightly scheduled as children and used to having every hour of their day filled with structured activity. This lifestyle produced a multi-tasking behavior that can lead at an poorer quality of results.
TARGETED SEGMENTS for the new camera
Generation Y is our targeted segments, with all his characteristics :
a) Without a geographic units, infact Generation Y is the first that lives in a “ global marketplace ”
b) Demographic that start in late 1970 and finish in the late 1990.
c) Psychographic segmentation: Achievers and ambitious
d) Behavioral segmentation : Generation Y have a strong loyalty status and prefer a quality economy and speed benefits from a product.
POSITIONING STRATEGY
Our new camera should have a competitive advantage so as offering consumers greater value.
First of all new camera can not satisfy all the needs of the population. Infact we choose a small segment of all the market share (Generation Y) to satisfy.
Company must follow these three steps to perform a good penetration in the market share:
1) There are a lot of possible differentiation that create competitive advantage: low price, quality, practicality, design, performance and so on.
2) choose the right advantage on which build our strength
3) an overall strategy
CAMERA POSITION STRATEGY
For attract Generation Y is pivotal to choose the right standards of our camera, in according...