Four floor glass blocks with 40,000 Square feet of space
Not around any other office centers, surrounded by housing, car dealers, and a high school
What is the product? General purpose office space, location lacking strong positive ammenities
Who is the customer? Organizations that require large floor plates, firms with 25 or more employees. Finance & Insurance, management firms, engineering and consulting, etc.
Where are the customers? relocating firms in university city, but flow of firms with 25+ employees location may be quite uncertain
What do the customers care about? isolation of the site from comparable offices are going to hurt a bit, other building features may hurt too.
Who is the competition? Smaller firms who will go to smaller locations, but visual exposure, convenient access, and parking, this place holds significant advantages for most of these firms
A tool for sophisticated determination of market segmentation
"It seeks to describe the human characteristics of consumers that may have bearing on their response to products, packaging, advertising, and public relations efforts, related to lifestyle in attitudes, interests, and opinions, and perception of product attributes."
Relate consumer's demographics to consumer's activities, interests, opinions, and values