M.M. Lafleur Clothing Business Growth

Student’s Name
Professors Name
Course
Date
M.M. LaFleur Case Study
1. M.M LaFleur Offerings
M.M. LaFleur’s primary objective is to provide clothing to professional women who spend the better part of the day at a workplace and are seeking to don a professional outfit. In this regard, the value proposition from the company products, in essence, the product offering, can be adequately classified into the three levels of a product: core value, actual product, and augmented product (Claessens par. 1). The core value represents the core customer value, the actual product represents the actual designing and branding of the products, and the augmented product denotes the additional values that the target customer hardly anticipates from the product. In the case of M.M. LaFleur’s product offering, the core value can be represented by the convenience that the company seeks to offer working women who are ever busy (Robson and Mills 1). Thus, the company seeks to relieve the women from the hustle of shopping for work attire.
The second level is the actual design of the female work outfit, the delivery, and the packaging. The product design and packaging have been well worked out by M.M. LaFleur, striking as the product level that has the most value to the customer. In addition, all the customer needs from the product itself, including the material, the feel, the looks, and the sizes, have been well crafted (Robson and Mills 3). The third level, the augmented product, can be equated to the product delivery, the e-commerce platform, and the customized cento box for fitting and shipping products at no cost. Additional values from the third product level include a personalized experience with a personal stylist as well as complimentary glasses of Prosseco offered to customers who book their showroom appointments.
2. Market Segmentation
Market segmentation divides a large market segment into smaller partitions, consisting of customers of particular tastes, requirements, and preferences. The most obvious type of segmentation that M.M. LaFleur has adopted is demographic segmentation, where gender has been used as the statistical element for segmenting to target the female gender (Robson and Mills 1). There are specific cities and states on which M.M. LaFleur has focused its operations and advertising campaigns: Boston, New York, and Chicago. Besides, it is noted that the company mainly focused on the eastern cities of the United States before expanding on rapidly developing cities in the country. This implies that geographic market segmenting has been put into practice within the company. Psychographic segmentation is also demonstrated within M.M. LaFleur. Working-class ...