Topic: From Product to Strategy
Case: Maison Bouygues

The Maison Bouygues (MB) Case gives us the opportunity to think about "STP" (segmentation, targeting and positioning)  and to relate them to the purchase process.  Taking the role of a prospective customer, please  go through this process.  Think about your own experiences as a renter or buyer and consider whether MB is acting to meet the kinds of needs you have experienced.  MB has a number of opportunities to influence customers as it interacts with them.  Think about how you can use these opportunities to increase total sales "yield".  As we discuss this case, we will focus on this proces/opportunity stream and seek ways to improve MB's yield.

In the e-campus syllabus for this class you will find some .xls data to download on MB sources of clients.  These may save you
some time in your analysis.

Please participate in e-icampus duscussion of these issues.  Please also participate in the Polling.