Case Scenario: The product is a portable multimedia center, to be marketed in t

Case Scenario: The product is a portable multimedia
center, to be marketed in the U.S., called “Media Popup” and made by the
startup company Porttron, Inc. The multimedia center is a glossy
compact 10ʺ×12ʺ entertainment box. It includes a screen with optional
additional screen extension that pops out of the right side; a computer
keyboard that folds down; four surround-sound mini-speakers that can be
adhered to any hard surface with the stick strips at the back of each
speaker; and a subscription to streamed movies, music, and videos for 2
years — all for $499. It is available in three different colors (black,
silver, and white).
Business Memo: You
are a marketing assistant at Porttron, Inc. tasked with providing a
business memo (i.e., an internal company document) to the U.S. executive
management team of Porttron, Inc. concerning the checklist items
provided below.
Write a minimum 500-word original business memo. In a concise manner,
describe to executive management the data you will analyze to determine
a potential market for this product. State your purpose in the opening
paragraph and provide sufficient information to explain the required
items. Finally, provide a concluding paragraph to summarize your
suggestions.
Checklist:
Identify either a consumer or business market.
Describes a minimum of four (4) bases each for segmenting the market for at least one market (see Chapter 8).
Identify four (4) segmentation descriptors (e.g., if a company chose
usage-rate segmentation they might decide between heavy and light
users).
Explain your rationale for the four (4) segmentation descriptors for at least one market.
Describe a minimum of 4 factors of the target market.
Identify a marketing mix (product, place, promotion, price) for the product.

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