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Segmentation Essay Topics & Paper Examples

Target Audience

The target audiences will be divided into three segmentations which is geographic segmentation, demographic segmentation, and psychographic segmentation. First of all, we will set mother and father who are in age range between 25-30 years old as our target audiences. This is because most of the time, the parents will usually to purchase diapers for their babies. The reason why we choose mother and father who are in between age 25 to 30 is because, according to a survey by the National Population and Family Development Board (LPPKN), we get to know that the average age at first marriage for men and women is from age 28.6 and 25.1 respectively in year 2000. Hence, we estimate that the marriage couple…

Boost Juice

Background Boost Juice Bars (Boost, 2014) is an Australian food and beverage brand, which was formed in 2000 with the first store located in the capital city in the South part of Australia- Adelaide. This food and beverage business has been done well since the business has been expanded globally in Asia, Europe, and Russia and even in Middle East. Unfortunately, Boost Juice Bars stopped part of business in New Zealand in 2006 after the franchiser due to liquidation. The stores in New Zealand are sold to Tank Juice. After a year reflection, Boost Juice Bars signed an agreement to re-start the brand in the UK. Nestlé began a range of fruit smoothies in co-operating with Boost Juice Bars since…

Company Introduction, Market Segmentation, and Product Positioning

The key to successful product implementation in today’s national enterprise system is the effective marketing of a new product with the company’s line of existing products. As stated by Lacobucci (2012), marketing is defined as an exchange between a company and its customers. The customer wants something from the company or firm and vice versa. In previous times, a company would manufacture a product they thought the customer would want or need. The customer purchased that product because of a pending need, which basically meant that marketing used to be product oriented. However, marketing today is more that an advertisement for goods and services in an attempt to attract new business. We live in a customer orientated and empowered marketing…

Marketing Segmentation for Nescafe

4.1 Market Segmentation NESCAFE’s customer’s bases are comprised of following target groups. •Local residents •Local business people •Students •Travelers passing through These groups are potentially strong customer segments. The benefit of this customer segmentation is that it helps to maintain consistentency in business throughout the year. The customer segments provide a consistent foundation of all years long. Also by appealing several market segments, NESCAFE does not become overly dependent on any single consumer group. 4.2 Target Market Segments strategy Overall, our strategy is to maintain a constantly high customer count by leveraging our appeal to groups of customers. Local residents Approximately 200,000 people live within our NESCAFE location. The most affluent of these live even closer, within three miles. Excellent…

Harley Davidson

Market segment: is a portion of a larger market whose needs differ somewhat from the larger market. Market segmentation involves four steps: Identifying product-related need sets, grouping customers with similar need sets, describing each group, selecting an attractive segment(s) to serve. The goal is develop a product focused solely on the needs of the segment this will meet the segment’s desires better than a firm whose product or service attempts to meet the needs of multiple segments. Q2. Geographic segmentation- allows us to segment a market that is spread over a large geographic area into sub-markets that cover smaller geographic areas. Geographic segmentation usually involves dividing up geographic markets by using existing political boundaries, natural climatic zones, or population boundaries….

Segmentation and Target Market Paper

This plan was put into in 1936, establishing the Government Employees Insurance Company, the company known and respected today as GEICO. GEICO was primarily directed toward federal employees and certain groups of enlisted military officers. Lillian Goodwin actively marketed the company to this group of consumers and within a year, GEICO had written over 3,700 policy holders and employed 12 staff members. GEICO and Demographic Segmentation In the midst of the most market segmentation factors, demographics take part in an critical role in an organization upcoming marketing strategies. In demographic segmentation, we divide the market on variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class (Kotler and Keller, pg….

Market Segmentation for Lawn Mowers

Introduction In this document, we will analyse the current market of lawnmowers in Portugal. By recognising this market and its products with distinct characteristics, we will perform a customer segmentation, which will allow us to divide the market into small groups. Through the segmentation of the lawnmower market, it will be possible to achieve a greater proximity to the final customer; create advertising media that target the identified segments; facilitate the positioning of the product; and obtain the return on investment by the company. The developments and technological diversity provided by all the competitors operating in the sector has shown that this market is very competitive nowadays. Thus, it is imperative that a strategic shift is implemented, which is more…

Dropbox Case Analysis

Although Dropbox trailed behind its competitors to catch onto the initial wave of the cloud computing, this minor setback did not restrain the company from revolutionizing the way we store data today. When Houston noticed the limited aptitude of preexisting online backup companies, he seized the opportunity to address the transfer of information across firewalls, unreliable wireless connection, and inability to effectively process a large amount of data. Whereas the competition relied on a distant server to enable file accesses over the Internet, Dropbox stored files locally on computer hard drives and synchronized copies on their servers to save time and bandwidth. When Houston applied to Y Combinator, he included several assumptions in his business model. Originally, Dropbox would directly…

Golden Valley Foods, Inc.

In this case, that Neal Middleton is trying to decide why Golden Valley Foods, inc., isn’t as profitable as it once was. I would suggest to Neil Middleton to do a big change in the company’s policy, and do market segmentation. Golden Valley Foods has a line-forcing policy, requiring any store that wants to carry its brand name to carry most of 65 items in the Golden Valley Foods line. This policy, resulted in a decreasing in its sales. Unfortunately, smaller stores are not generally to accept the Golden Valley Foods policy. Then most of their sales come from major supermarket chain store such as Safeway, Kroger, and A$P. According to the last president of the company said “The influence…

Segmentation, targetting and positioning

Market segmentation is resorted to for achieving certain practical purpose. For example, it has to be useful in developing and implementing effective and practical marketing programmes. For this to happen, the segments arrived at must meet certain criteria such:a. Identifiable: The differentiating attributes of the segments must be measurable so that they can be identified. b. Accessible: The segments must be reachable through communication and distribution channels. c. Sizeable: The segments should be sufficiently large to justify the resources required to target them. A very small segment may not serve commercial exploitation. d. Profitable: – There is no use in locating segments that are sizeable but not profitable. e. Unique needs: To justify separate offerings, the segments must respond differently…

The construct lifestyle in market segmentation

Keywords Lifestyles, Market segmentation, Consumer behaviour, Tourism Abstract The swift and wide-ranging changes that present-day society is undergoing are leading to an increasing personalization in consumer behaviour patterns. These are increasingly less well explained by socio-demographic and economic criteria. This effect seems to be particularly well reflected in tourism. As one of the chief characteristics of this market is its heterogeneity, there is a need to include other variables, such as lifestyle, in order to segment it more adequately. This would permit a greater depth of knowledge of the variables influencing tourist behaviours, rendering them accessible to businesses, which could thus better satisfy tourists’ needs and wants by matching the services they offer more efficiently to them. Defines the construct…