Hi, and welcome back. In this video, we move on in our market-entry strategy framework to customer understanding. Now that you've selected one country to enter, you need to gain a better understanding of the customers in that market. What tires they prefer, how they look at features, the benefits, the pricing of the tires, where they buy their tires, and especially, what value they hoped to get from their tires. First, you'll use the STP framework that you learned in your cultural psychology course. You'll divide the target market into customer segments, based on the demographic and psychographic information. You identify which segments to target, and then, discover how to reach those customers with some kind of unique selling proposition. For your assignment, you need to pick two customer segments. For example, the construction segment, the mining segment, maybe the commuter's, and then you need to define and analyze those two segments. Next, you will build a problem tree for each of the two segments that you have chosen. In the global business horizons course, you learned about problem trees. The idea is that, you put yourself in the shoes of the customer, you think about what are my needs, and eventually, you move on to what problem will this product solve for me. So for example, maybe the central problem is, I need to get to work and back home safely each day. So maybe safety is especially important because you drive on roads that have rocks or nails on them, uneven surfaces and that sort of thing. Or maybe your central problem is, if I drive my truck into a mine, I want to make sure that I can drive it back out again. So you have concerns about reliability, durability, and so on. In order to build your problem tree, you need to have some conversations with these potential customers, and this is the fun part of the assignment. To get full credit for this assignment, you need to conduct two interviews, and conduct a survey of at least 10 people. To find these people, you could walk down the street, talk to a manager at a car dealership to learn how they purchase and sell their tires. You could talk to people who spend a lot of time commuting on the road, and better understand what needs they have as it relates to their tires and their commute, or you could do what I've done sometimes, I go online to LinkedIn, other social media websites, and I contact people directly and ask for their opinions. I find most people are willing to share their experiences, especially when they know it's to help me help you in your learning process. In fact, I recently contacted someone in LinkedIn, someone I didn't know, but they were an expert in the industry that I was interested in, and I asked them if they would come to my class virtually, and share their knowledge with the class, and they responded and said yes. So, this is the fun part of the assignment, you get to be a little creative, you need to be somewhat proactive and go out and find some of these people. For your assignment again as a reminder, you need to build a problem tree, and you need to include the survey and interview responses that you got. After you've done all this research, then look again at these two segments you've analyzed, and pick one that you think double star should target and give the reasons why. This is I think one of the most exciting, one of the most fun assignments in this course. You have to be really creative. It's where the rubber hits the road, no pun intended, when it comes to market research and marketing strategies. So, get creative and go out there and start talking to people.