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Case Study: Iced Tea market... 1. EXECUTIVE SUMMARY This report was undertaken to identify different marketing strategies that could be used by firms within the Iced Tea market. The report is based on information given in Chapter 3 of the Principles of Marketing textbook. It examines how consumers within a market can be split into more similar or homogeneous groups. The report also deals with how demand from these segments can be forecast, in order to help firms make decisions about the market. The results of the analysis were as follows * Companies choose to segment the consumer market in order to meet consumer needs better. The market could be segmented behaviourally according to people's propensity to drink tea, demographically as the companies prefer to target young people, or even geographically. * Companies within the Iced Tea market should first determine overall size of the target market, and then decide the proportion that the company...

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