Determine The Market Segmenentation Marketing Essay

Food centa is a conjectural Australian celebrated supermarket concatenation which was founded in 1995 with 35 mega shops but twenty-four hours by twenty-four hours this company turning up and at present it has 165 shops all over the Australia. Soon this company will traveling to open their mega shops in New Zealand besides. The company plans to come in in newzealand to heighten the concern.

On the other side the briscoes company who made the place ware merchandises.it was established in 1781 in England. It provides good quality to the clients

Undertaking 1.1

Answer ) : As Food centa is traveling to come in New Zealand market, it is utilizing assorted market cleavages to find precise focussing of market in footings of demands, wants and behaviours of market. In an market there are assorted types of consumers. so an organisation determines its variables maintaining in head all types of consumers. in an market, consumers may be childs, or immature people or old people. so Food centa have to maintain a position on all these before finding its variables. allow us see two type of consumers, allow it be childs who are really immature and old people… . the chief mission of Food centa is to supply fantastic shopping experience for the consumers.

Now we will see and measure consumers sing demands, wants, and behaviours of market.

1. Food centa will be get downing 30 shops in first 5 old ages for the convience of consumers.

2. For consumer ‘s easiness the Food centa shops will be unfastened for 24 hours a twenty-four hours and 7 yearss a hebdomad.

3. Food centa will chiefly concentrate on quality of merchandises.

4. It is besides traveling to supply online shopping installation with free place bringing when consumers will shop for more than $ 100.

5. It will get down new web site for consumers ease and convience.

6. For consumers installation a shopping coach will be provided on set yearss and clip.

7. Food centa will chiefly aim medium to high income section clients.

8. Food centa will bind up with cafe companies, beauty salons etc. for pulling more clients.

9. It will increase the cost but Food centa will do such schemes that will supply better installations ‘ and services to consumers.

10. Food centa will be looking frontward to pull more consumers by their quality merchandises and services.

( ownunderstanding and instance survey, 2012 )

Undertaking 1.1b

Answer: a ) Resource deductions: Food centa focuses on its quality and perfomance to pull consumers. its utilizations assorted resources to pull consumers. we will take illustration of some of these resources.

1. Staff: Food centa upscale the shops. The inside and outside of the shop will be province of art. The shops are made illusion. And so to see after such fancy shops more employees are employed. Such a staff is recruited which enhances the gross revenues of shops. Food centa shop size will be of approx. 35,000-40,000 sq.ft. And to cover such a big more employees are required. For selling such a big merchandises ( 32,000 ) in a shop, more efficent staff is needed which is supplying by Food centa.

2. Storage: the merchandises being provided by Food centa are known for its quality. As it is Australian based supermarket concatenation, the merchandises will be sourced from Australia and some local buying will be done when required. Merchandises are stored and later on displayed in shops for merchandising.

3. Finance: Food centa is passing more money in supplying installations and services to clients. upscale and fancy shops, more figure of employees, and supplying more figure of merchandises will brush the cost advantage, therefore non leting the company to sell the merchandises at low monetary value or to acquire higher net income border. Higher finance is required in Food centa market.

B ) Understanding consumer demands: Food centa focuses on consumer demands maintaining in head types of consumers. Its focal points on merchandise distinction for consumers like childs, immature, and old age. After understanding consumer demands, Food centa maker ‘s merchandises that will run into their demands. for illustration, for childs it manufactures toys and nutrient stuff preferred by childs. Same as maintaining in head for old age people.

degree Celsiuss ) Meeting consumer demands: After understanding consumer demands Food centa makes schemes to run into consumer demands. First of all its sees whether what type of merchandises consumers demand in market, after that they manufactures such merchandises that will run into their demand.

vitamin D ) Designation of rival activities: After understanding and run intoing consumers demands, Food centa have to indentify rivals activities for its sequence. Food centa should be a measure in front than its rivals to be successful.

vitamin E ) Evaluation of market public presentation: Food centa evaluates its market public presentation of know how it is working in market. Does it hold a good image in market or no? are the consumers happy with their operation? And whether they are traveling in net income or loss.

degree Fahrenheit ) Segment viability: Food centa focuses on its section viability. it chiefly focuses that its consumer should be in-between or high category people. so that the income section will besides be effected.

g ) Segment attraction: Segment attraction can be explained in two ways: from consumer point of position and concern point of position.

1. Consumer: – consumers are attracted by quality of merchandise, offers provided by Food centa to consumers and substructure,

2. Business: – concern attraction is measured by spread outing of concern in the market, net income achieved by concern and image in the market.

( ownunderstanding and instance survey, 2012 )

Task2.1

Answer-

Geographic use

Geographic use of Food centa in relation to section potency will be high because Food centa enter first clip in newzealand market and companies open their shop all over the new Zealand

Geographic use of Food centa in relation to merchandise use will be high because the Food centa is a new company and their merchandise besides will be new, so the costumiers will be excited to utilize them

Geographic use of Food centa in relation to merchandise potency will be high because all the merchandise of the Food centa unique from the other merchandise of other marketer like battalion and salvage and countdown

Geographic use of Food centa in relation to section size will be limited because they have merely two mark markets sections

Geographic use of Food centa in relation to section growing potency will be high

Geographic use of Food centa in relation to section attraction will be high because they provide best quality merchandises

Geographic use of Food centa in relation to organizational aims will be assortment and convenience

Geographic use of Food centa in relation to organizational resources will be big because they open there shop at first clip in the state so they require big sum of resources like they need big infinite to build they and they need to higher new staff for their shop

Geographic use of Food centa in relation to competition will be high because there is already a batch of companies exists in the market which supplying same merchandises

( ain apprehension, 2012 )

Demographic use:

demographic use of Food centa in relation to section potency will be high because Food centa enter in newzealand first clip and they open many new shops

demographic use of Food centa in relation to merchandise use will be in-between to high because enter in newzealnd first clip and their merchandise besides will be attracted to utilize them

demographic use of Food centa in relation to merchandise potency will be high because all the merchandises are particular from the other merchandise

demographic use of Food centa in relation to section size will be limited

demographic use of Food centa in relation to growing potency will be limited

demographic use of Food centa in relation to section attraction will be may or may non restrict

Demographic use of Food centa in relation to organisational aims will be high to medium income clients

demographic use of Food centa in relation to organizational resources will be big

demographic use of Food centa in relation to competition will be high

( ain apprehension, 2012 )

Psychographic Use:

psychographic use of Food centa in relation to section potency will be high

psychographic use of Food centa in relation to merchandise use will be convenience and assortment seeking.

psychographic use of Food centa in relation to merchandise potency will be one halt store

psychographic use of Food centa in relation to section size will be limited

psychographic use of Food centa in relation to section growing potency will be limited

psychographic use of Food centa in relation to section attraction will be one halt online services

psychographic use of Food centa in relation to organizational aims and organisational resources will be high because it ‘s a new company and the company needs so many new employs or crew staff so company will hold to pay a big sum of money with get downing in newzealand

psychographic use of Food centa in relation to competition will be high because there is so many company exists in the market like countdown battalion and salvage etc

( ain apprehension, 2012 )

Behavioristic Use:

Behavioristic use of Food centa in relation to merchandise use will be convenience and assortment his is a one halt store where new merchandises will attracts costumiers

Behavioristic use of Food centa in relation to merchandise potency will be one halt store because they will travel to aim merely high and in-between category income clients.

Behavioristic use of Food centa in relation to section size will be limited because this will be easy accessible and have full assortment

Behavioristic use of Food centa in relation to section attraction will be attractive because they will traveling to aim merely in-between and high category income section

Behavioristic use of Food centa in relation to organizational aims will be high because this is easy accessible and have a full assortment

Behavioristic use of Food centa in relation to organizational resources will be high runing cost starting because this company will be wholly unknown for the New Zealand ‘s local clients and the clients already following bing companies like park N safe, countdown, etc, so the company will besides hold to confront a batch of competition.

( ain apprehension, 2012 )

Task 3.1a )

Answer: Selling aims of Food centa are as follows:

1. Middle and high income

2. Convenience seeking

Now we will warrant two mark market sections of Food centa in footings of Food centa ‘s selling aims.

1. Middle and High: Food centa mark medium to high income section clients as it provides company the cost advantage as upscale and fancy shops, more figure of employees and supplying more figure of merchandises will brush the cost advantage, therefore the company have to aim in-between and high clients to run into its cost. As company spends more money in supplying installations and services to clients. so more money is required for such a good substructure.

2. Convience seeking: Food centa focuses on consumer ‘s convenience ; it provides on-line shopping installation with free place bringing when they shop for more than $ 100. Food centa will establish a particular web site for consumers ease. it will besides supply food market cards. it will be aiming the consumers who seeks convenience and prefer to shop in the shops near to their places.

( ain apprehension, 2012 )

Task 3.1b )

Answer: Schemes adopted to aim Market sections followed by Food centa are:

1.Middle and High income: Food centa mark medium to high income section clients as it provides company the cost advantage as upscale and fancy shops, more figure of employees and supplying more figure of merchandises will brush the cost advantage, therefore the company have to aim in-between and high clients to run into its cost. As company spends more money in supplying installations and services to clients. so more money is required for such a good substructure. As more money is required that is to be generated from clients merely. that why Food centa marks on center and hugh category people.

2. Income Segment assortment seeking: As it targets high category and in-between category people, the income section will besides be high. high category people will pass more and hence it generates more income for the shop. more income will bring forth more benefits for concern, and therefore more choice merchandises will be provided by shops to clients.

3. Convenience seeking: Food centa focuses on consumers convience, it provides on-line shopping installation with free place bringing when they shop for more than $ 100. Food centa will establish a particular web site for consumers ease. it will besides supply food market cards. it will be aiming the consumers who seeks convenience and prefer to shop in the shops near to their places. Food centa will be get downing 30 shops in first 5 old ages for the convenience of consumers. For consumer ‘s easiness the Food centa shops will be unfastened for 24 hours a twenty-four hours and 7 yearss a hebdomad. Food centa will chiefly concentrate on quality of merchandises. For consumers installation a shopping coach will be provided on set yearss and clip. it will bind up with cafe companies, beauty salons etc for pulling more clients.

( ain apprehension, 2012 )

Undertaking 3.2 a )

Answer

Merchandise properties

Use of merchandises

Users of merchandises

Merchandises category

Consumer demands

Benefits of merchandises

competition

Lifestyle factors of consumers

Target market 1

Middle and high

Assortment and quality

Middle and high section

High category merchandise

Good quality

Good service

high

new and high

Target market 2

Assortment and quality seeking

Merchandise are more frequently used

Convenience and assortment

Convenience and assortment

Less clip devouring

Save clip best quality

high

new and high

( ain apprehension, 2012 )

Undertaking 3.2 B )

Positioning-its refer to make a good will in the head of people by making a good topographic point in peoples mind sing the merchandise and the company.

Varieties-The company should assortment of merchandise to the client so that they can hold a pick sing what to purchase and what to utilize this will take to net incomes every bit good as good image in clients mind

( ain apprehension, 2012 )

Undertaking 4.1

Answer: Schemes adopted by Briscoes for marketing mix determinations in footings of marketing aims of Briscoes are:

1. Merchandise: It is the most of import component in the selling mix. The other selling attempts will turn out useless unless the policies refering to merchandise intended for sale are decided and nature of the merchandise is determined. Briscoes supplies quality and competitively priced place ware to New Zealand market. It sells a assortment of place ware at to a great extent discounted monetary values. Many trade names are imported.

2. Monetary value: the monetary value of the merchandise of a house constitutes an highly of import component in its selling mix. the term ‘price ‘ may be defined as, “ the money consideration asked for or offered or exchanged for a specified unit of goods or service ” . Although monetary values are determined by the market conditions, the aims of pricing & A ; cost considerations are of extreme importance for the direction. Briscoes sell merchandises at really discounted monetary values. briscoes states that the shop will fit and crush 10 % any monetary value found on a stocked point at another retail merchant.

3. Topographic point: Topographic point constitutes the 3rd of import component of market mix. Topographic point comprises the set of undertakings involved in planning and implementing the physical flow of stuffs and concluding goods from point of beginning to points of usage or ingestion to run into the demand of consumers at a net income. Briscoes prides in supplying a shopping environment to clients where they will love disbursement clip and money. briscoes have a smart attack to retailing and subject to acquire the occupation done.

4. Promotion: publicity is the 4th and concluding component in marketing mix. Once the nature of merchandise has been decided, its monetary value is fixed and the distribution methods decided, it is the responsibility of the director to do consumer cognize where, when and how the merchandise will be available. He has besides to do them interested in purchasing the merchandises. For trade names publicity briscoes slogan is “ You ‘ll ne’er purchase better ” . it provides such a shopping environment where they love to shop.

( ownunderstanding and instance survey, 2012 )

Undertaking 4.2:

Answer: monitoring mechanisms for market placement schemes harmonizing to strategic selling programs of briscoes can be classified as follows:

1. Brand Awareness

2. Low Cost

3. Advanced Merchandises

4. Social Responsibility

Now will explicate two of them as follows:

1. Low Cost: the cost of the merchandise of a house constitutes an highly of import component in its selling mix. The term cost may be defined as, “ the money consideration asked for or offered or exchanged for a specified unit of goods or service ” . Although monetary values are determined by the market conditions, the aims of pricing & A ; cost considerations are of extreme importance for the direction. Briscoes sell merchandises at much discounted monetary values. briscoes states that the shop will fit and crush 10 % any monetary value found on a stocked point at another retail merchant. It provides quality merchandises at lower monetary values which attract and satisfy consumers.

2. Social Duty: Social factors besides influence the purchasing behaviour of a consumer. he is influenced by the society in which vitamin E resides and societal position to which he belongs. a consumer ‘s society and societal factors effects his buying power. the consumer decides whether the norms and values determined are acceptable for him or non. Briscoes has made a serious committedness to back up Cure Kids financially. Cure Kids is the face of the Child Health Research Foundation. It cures life endangering childhood unwellness in NZ. briscoes has invested over $ 19 million in medical research. this research has helped to salvage 100s of immature lives. Briscoes besides fulfills its societal duty

( ownunderstanding and instance survey, 2012 )

Decision

Food Centa is an Australian full service supermarket concatenation which be aftering to come in New Zealand market in 2012, get downing 35 shops in first 5 old ages all over metropoliss. Companies choose assorted schemes to run into the client demands. They heightening their concern in newzealand and supply better quality in sensible monetary values

Briscoes is the England company and it was established 1781 and it made place ware merchandises.