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HRT Market Segmentation
Conduct internet research and give examples, support, and explain your answers and positions.
Include and Answer the following questions:
- Go to the website of a major brand of HRT CBO (Company, Business, Organization).
Explain how it appeals to different segments through the website. Give specific examples.
2. Choose another HRT CBO you are familiar with.
Explain at least two (2) of the segments in its overall market. Using one (1) of the markets, explain how it differentiated itself from its competitors to position itself in the market.
3. Visit the annual report of an HRT CBO through their website.
What does the annual report tell you about the CBO’s strategy?
Reference
Godin, S. (2018). This is marketing. Portfolio Penguin. ISBN: 978-0-525-54083-0
Conduct internet research and give examples, support, and explain your answers and positions.
Include and Answer the following questions:
- Go to the website of a major brand of HRT CBO (Company, Business, Organization).
Explain how it appeals to different segments through the website. Give specific examples.
2. Choose another HRT CBO you are familiar with.
Explain at least two (2) of the segments in its overall market. Using one (1) of the markets, explain how it differentiated itself from its competitors to position itself in the market.
3. Visit the annual report of an HRT CBO through their website.
What does the annual report tell you about the CBO’s strategy?
Reference
Godin, S. (2018). This is marketing. Portfolio Penguin. ISBN: 978-0-525-54083-0
Major Brand HRT CBO Website Analysis: AbbVie
Website Visited: www.abbvie.com
AbbVie is a leading pharmaceutical company known for HRT products like Estrace (estradiol) and AndroGel (testosterone replacement). Its website strategically appeals to different market segments—patients, healthcare providers, and investors—through tailored content and design.
- Patients: The “Patients & Caregivers” section offers accessible resources, such as disease education (e.g., menopause, hypogonadism) and treatment options. For example, it highlights Estrace for menopausal symptoms with clear language: “Relieve moderate to severe hot flashes.” This appeals to women aged 45-55 seeking symptom relief, aligning with Godin’s (2018) emphasis on solving specific customer problems. Interactive tools, like a…