Retail Business Analysis

Rene Gonzalez Jr.

Ashford University

Managerial Marketing BUS 620

Larry Flegle

November 7, 2011

Retail Business Analysis

In this essay I will assess AAFES's (Army and Air Force Exchange Services) implemented segmentation strategies, and generic marketing strategy. Defining AAFES's market segmentation strategies, three practices will be looked at: (1) identification of a homogeneous segment that differs from other segments, (2) specified criteria that defines the segment, and (3) determine segment size and potential. Additionally, Robert Miles and Charles Snow's four business strategies will be covered to evaluate AAFES's generic marketing strategy. To conclude AAFES's segmentation and generic marketing strategy assessment a suggestive implication will be...