A1The first thing I did when making my initial decisions regarding computer brands was to look at the summary of customers’ needs provided in the simulation. There were three market segments covered by the simulation: Mercedes, Workhorse, and Traveler. My first decision was to determine which market segments I wanted to market to. I decided to focus on the Mercedes and Workhorse segments as it seemed to me that those markets would have higher sales volumes than the Traveler market. I felt that I could focus on Mercedes as the high end model and market it to higher income customers, while the Workhorse would be an everyday model that the average consumer could afford. The simulation indicated that a score of 110 or higher meant that a need was very important to that segment of the market. The Mercedes segment indicated the following needs: engineering applications; fast and powerful; can link with other computers; and easy on the eyes. The Workhorse segments indicated these needs: office applications; after-sales service and support; easy to use; and low price. I decided to name my brand ‘The Elite’ to make it sound like a top brand during advertising. I named the model I created for the Mercedes segment ‘The Premiere’, and the model for the Workhorse segment was named ‘The Student’. I wanted the names to suggest the product and sales prices hoping that The Premiere would appeal to the higher incomes customers, while The Student would be advertised as affordable, dependable, and extremely functional to appeal to the average consumer. I thought that if it was named ‘The Student’ it would suggest affordability. The Premiere was outfitted with all the high end components including engineering applications, speed and power and expanded keyboard. The Workhorse was outfitted with basic components and no frills. After-sale service and support was advertised with this model