Module 2 Short Paper: Case Study Analysissouthern New Hampsh

Module 2 Short Paper: Case Study AnalysisSouthern New Hampshire University COM225: Communications with Diverse Audiences 02:27:58 GMT -05:00Short Paper: Case Study AnalysisI have chosen Case 1: Personal Auto Insurance Buyers because the content was more interesting and digestible to me than the other case. Based on the data-gathering goals, this study provided guidance on which marketing messages to use with each segment of the identified target audiences (Sambandam, 2021). According to GreenBook, this research offered a major input into the client’s decision about how to proceed with the suggested potential new venture.Target audiences and identified segments:The client of my chosen case study is a national property/casualty insurer, who distributes its personal and small commercial products through independent agents (Sambandam, 2021).The target audiences in this study are households in the United States that own auto insurance. The five segments identified each made up 17% to 22% of the market, collected through a mail panel survey of 2000 U.S. households that own auto insurance (Sambandam, 2021):1. The Non-Traditionals: the most interested in using the Internet and/or buying insurance at work2. Direct Buyers: more interested than others in buying insurance through direct mail or telephone3. Budget Conscious: interested in