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The subject of this paper is “The Energy Bar Industry” .

Conduct a thorough analysis of the energy bar industry’s customers, competitors, market, and environment from the perspective of PowerBar.

In particular, address the following issues:

a. How is the market segmented? What are the key customer motivations and unmet needs? What are the similarities and differences among the segments? How might a company link customer motivations to value propositions?

b. Identify the competitors. Who are the most direct competitors? The indirect competitors? Substitute products? What are the strategic groups?

c. Develop and justify a position on the issue of customer segmentation. What are the alternative views that may exist?

Deliverables and format:

Submit your answer in a Microsoft Word document.

Length: 5 pages

Font: Courier or New Times Roman: 12

Line Spacing: Double

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