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Essay / Research Paper Abstract
A 9 page paper discussing the manner in which Pfizer Animal Health has segmented the portion of its market serving US cattle ranchers. The company has segmented its market according to herd size, giving its greatest attention to producers with herds of more than 500 head of cattle. This segment is far outnumbered in both producers and animals by that segment in which herd size is less than 100 head, however. Pfizer has been devoting most of its marketing efforts to that segment of the market that contains only 2.8 percent of all animals within the market, giving little attention to the traditionalists who hold 19.8 percent of all animals in the market and virtually ignoring the hobbyists who control 77 percent of the animals contained within the market. The paper concludes that Pfizer needs to assist ranchers in effecting changes within their industry and give far greater attention to smaller operators. Bibliography lists 10 sources.
Page Count:
9 pages (~225 words per page)
File: CC6_KSmktgSegPfiz.rtf
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Unformatted sample text from the term paper:
been the case with many traditional industries, changes in society, technology and attitudes have adversely affected the beef industry in the US. As one of the primary suppliers to
that industry, Pfizer animal health products also have suffered. The company conducted qualitative research to determine ranchers attitudes toward current and future conditions, but it stops short of going
where it could make some real difference for both ranchers and the company. Traditional Segmentation of the Market It has been Pfizers practice
to segment its market on the basis of herd size, resulting in three primary categories of rancher: hobbyists, traditionalists and business customers. Hobbyists are those that maintain herds -
generally rather small ones - as a sideline to a non-cattle-related primary job or source of income. Hobbyists average age is 50 "and 15 percent hold a college degree.
They have been n the cattle business for 26 years and spend 51 percent of their time with their cattle business" (Mohr and Streeter, year; p. 576). In
1998, hobbyists herds collectively accounted for 50 percent of national cattle inventory, and the average herd size was less than 100 head. Traditionalists
are those whose primary income is from cattle ranching. The average age is 51, and "26 percent hold a college degree. They have been in the cattle business
for 30 years and spend 70 percent of their time with their cattle operation" (Mohr and Streeter, year; p. 576). Traditionalists account for 36 percent of the national cattle
inventory, and their herds averaged between 100 and 499 head of cattle. In the business segment, ranchers averaged 53 years of age, and
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