For my research paper, I would like to thoroughly explore a segment that is growing at an unthinkable pace: the market of educated women. Over the last few decades when have begun to pursue higher levels of educational attainment at unprecedented rates, and this trend is expected only to continue to rise at an increasing rate. As such, there is a huge opportunity and market out there in need of goods and services tailored to their unique needs. Those marketers that tap into this segment first will reap in huge rewards, but those that isolate or fail to recognize this segment will find themselves struggling. I really want to research this segment because I’m actually approaching membership into this segment as I will be receiving my college degree next May. I think that as a member of this segment, I should be able to have an advantage in targeting this segment and uncovering some truly interesting insights.
I would like to approach this report by splitting it up into specific segments, addressing how women are changing these areas and then providing recommendations for organizations that could potentially profit from these changes. For examples, I have so far that I want to focus on the dating/relationships, parenting, large ticket-item consumer (i.e. the purchasing of homes and cars), and entertainment catered specifically to the new-age strong, independent, and educated woman.
One of the articles that has inspired me to pursue this topic is actually a chapter entitled “Car-Buying Soccer Moms” from the book Microtrends by Mark J. Penn. This chapter reveals some truly insightful information regarding car buyers, including the shocking statistic that women are actually the largest segment of car buyers. And, with more and more women putting off or abstaining from marriage altogether, this segment is only expected to increase. However, the car industry has been slow to realize this fact, and it is apparent in nearly every car commercial out there. We’re constantly faced with men billowing down rocky mountains and rugged terrain in massive trucks with tires designed to crush anything smaller than 10 feet. It’s a testosterone fest, but unfortunately it’s completely alienating the largest segment of car buyers and their vastly differing car needs. Women today care more about reliability than speed. We don’t want something that’s going to require a lot of repairs, and we want to ensure that it will safely get us from Point A to Point B. Women also have different preferences in car brands then men do, and we are much more likely to be interested in a Hybrid car than a high-tech sports car. Thus far, only Volvo has really seemed to “jump the gun” on this one. In 2004, they released a concept car designed completely by women and for women, with a campaign focused on the unique car needs most women have. For instance, the car was set up so that there were very little maintenance concerns for women, including the absence of a hood and an automated messenger designed to let the dealer know when it needed to be inspected. These findings are huge, and if car companies could learn to focus on designs similar to this one, they may just find their days of pleading for governmental funding would be over.
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Kelly - I think this topic is great. It is a little broad, but I think you'll be able to narrow it with just a little more research. Your writing is potentially really strong, but there are just a couple of issues. There are a number of (what are probably) careless writing errors - enough to be distracting. Also, some of your sentences are a little awkward - like you are trying to be a little fancier with your sentence structure than you need to be. Let me know if you want me to show you some examples and ways to easily improve them. Most of your writing is great - and I am a fairly harsh critic. Just want to help get you to the next level. :-) Great topic and can't wait to read what you find. Let me know if you want to talk along the way.
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