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Video Chapter Links

Video Links for Chapter 4: Further Topics in Industry and Competitive Analysis

Segmentation in Frozen Prepared Meals
http://www.e-clips.cornell.edu/clip.do?id=6444&tab=TabClipPage and
http://www.e-clips.cornell.edu/clip.do?id=6449&tab=TabClipPage
Supporting narrative : John Cannon (Nestle) – discusses market positioning and segmentation in the frozen meals market (2 linked clips)The first clip presents a simple set of market segmentation variables for the food industry and talks about how Nestle positioned its new product to reflect identified customer needs.
The second clip (2 mins.) is a continuation which talks about both customer characteristics and pricing to match the demands of the target customer group. Both clips can be used together.

Q) How did Nestle segment the market for frozen meals? What were the key product and customer characteristics?

Customer Groups and Market Segmentation in Wine
http://www.e-clips.cornell.edu/search?querytext=differentiation&id=id&clipID=6159&tab=TabClipPage
Supporting narrative: John Dyson, CEO of Millbrook Capital Management, owner of Pebble Ridge Vineyards & Wine Estates discusses the challenges of distinguishing customer groups in the US market for wine.

Q) What are the key product and customer characteristics that are used to segment the wine industry in this presentation?

Do You Know Your Competition?
http://www.blinkx.com/video/dsg-question-1-do-you-know-know-your-competition/h43Cfth-5AHKlvwRNzAV9w
Supporting narrative: Dr Underwood addresses the key strategic questions that need to be analyzed and answered in relation to competitors.