A laptop manufacturer is considering designing and marketing a left-handed laptop, with the keyboard rearranged to better suit left-handed people. The CEO is left-handed, and has pointed out to senior management that over 10 percent of the population is left-handed. It will be expensive to design this new model, so the laptop manufacturer wants to make sure that this is an attractive segment. For each of the five criteria of segment attractiveness, list a question the laptop manufacturer will want to consider in evaluating the attractiveness of "left-handed laptop users" as a segment.
What will be an ideal response?
Answers can vary; however, here are some possibilities:
Identifiable-Can we identify who left-handed laptop users are? Are they distinct from other laptop users? (At present, they are not treated as a distinct segment.)
Substantial-Are there enough left-handed laptop users, and do they have sufficient buying power? Based on the CEO's information, there is a fairly large potential market.
Reachable-Can we reach the members of the segment?
Responsive-Do left-handed people want a specialized laptop, or are they satisfied with "normal" laptops?
Profitable-Can the company sell enough left-handed laptops to make up for the design costs?
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