How would you segment the toys market, especially seen from the general LEGO perspective?
1. Was it a good idea to launch LEGO Friends? Why/why not?
2. Please suggest a STP approach that would lead to the introduction of LEGO Friends.
What benefits are to be gained from market segmentation, as opposed to treating the market as a single entity?
1. What stages are involved in identifying market segments?
2. Is market segmentation always a good idea? Under which conditions, if any, might segmentation be unnecessary or unwise?