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The subject of this paper is “The Energy Bar Industry” discussed on pages 105 – 106 in the course text. 

Conduct a thorough analysis of this category’s customers, competitors, market, and environment from the perspective of PowerBar. 

I have attached the required pages. 

In particular, address the following issues:

a. How is the market segmented? What are the key customer motivations and unmet needs? What are the similarities and differences among the segments? How might a company link customer motivations to value propositions?

b. Identify competitors. Who are the most direct competitors? The indirect competitors? Substitute products? What are the strategic groups?

c. Develop and justify a position on the issue of customer segmentation.  What are the alternative views that may exist?