Case Study: Terra Bite

Reasons why the organisation is located in Calderdale/Kirklees are to provide a service to customers within the geographical area and the suitable density of population.

It is crucial for a business to know where their customers come from in order to select the best location for the store. Choosing the best geographic area can help in the success of the business or the failure of the business. This is why Trader Joe’s has particular criteria when choosing new store locations. Trader Joe’s is aware who their target consumer is and utilizes the data they receive to place their locations in the areas that will benefit in the growth of the organization.

The person may not be hungry at the set times, not like the food or be able to feed themselves alone and not have the help to feed them or be rushed to finished.

Market segmentation is specific sections of the market that an organisation is aiming at. In order for an organisation to engage its market segmentation the organisation has to match its products to the customers wants and needs to appeal to the customer to buy the good or service. Market segmentation allows an organisation to have a competitive edge and it is a key factor for the organisation profitability and survival. Company use target marketing which is when a business aims all of its marketing effort to a certain group of customers which is affective as these are the group that spends the most. There are many ways to segment the market to create that certain group such as demographics, psychographic, geographically and lifestyle. Demographics is consists of dividing the market into groups based on variables such as age, income, occupation, religion, race and nationality. Psychographic segmentation is based on social class and lifestyle. Lifestyle is based on knowledge, attitude, their uses and segmentation. Geographic segmentation is the segmentation which divides the market but location, regions, countries and cities. Asos as an organisation is aimed at people of the ages of 15-34 year olds who are very fashion forward and who enjoy the culture of online shopping. In geographical segments Asos has created their website differently for 9

When you get hungry, your gonna want your food right then at that moment. Then you may start to think, how war will I have to walk just to get my food? Or you may think that you shouldn’t have went so far from the food spots. Everyone has a big passion for food. The quality of the food is what almost everyone looks at. Or they even look at how it smells, taste, etc. Now what makes everyone upset is the price of the food. A single hot dog would be like $10. Who does that, it’s too much money for a hot dog.

Speaking of junk food, there is another reason where you might be tempted to bring in your own food. The food there is

I have always enjoyed your product called the smiley face mashed potatoes, they always make me happy seeing their friendly faces draws me in for a bite. Every time I go to the store I get a bag of them out of the frozen foods section, The first time that I tried them, I was over at a friend's house and we were eating them for dinner. After one bite I knew I would have to start getting them more often. So I told my Mom about them and we got a bag the next time we went to Walmart. Nevertheless, my whole family fell in love with the unusually shaped potatoes.

International market segmentation is the dividing of market into segments, this allow marketers to effectively determine whether business can thrive in a particular area. Segmentation is based on four factor namely geographical, psychographic, demographic and lastly behavioral segmentation. Geographical segmentation refers to grouping markets geographically such as nations, states or cities. Psychographic segmentation is the dividing of buyers into groups based on lifestyle or social class/status. Demographic segmentation uses factors like age, gender, occupation and etc to separate markets into groups. Last but not least, behavioral segmentation, this kind of segmentation divides buyer into groups by their knowledge about particular

The cafeteria offers three full course meals every day. The food is also accessible to take with you if you want. What is better than mounds of food being available to you for free! I would jump at the chance to not be obliged to pay for groceries. Free food to me is like free money to everyone else. I will never understand why my companions do not agree. Who truly wants to spend hours in a grocery store and then return home to spend even more hours preparing and cooking the food.

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

Segmentation describes the division of a population into more or less homogenous segments based on their acceptance and buying patterns of products or services. This JB market can be broken down into the following market segments and sub-segments.

Geographic – According to Kotler and Keller (2012), geographical segmentation involves dividing the market into smaller geographical units like regions, states, nations or neighborhoods. For PepsiCo, its market is not highly geographically segmented as people from any geographical unit can purchase its products. The company markets and sells its products both domestically and internationally through its six recognized segments or regions including: Frito-Lay North America, Quaker Foods North America, North America Beverages, Latin America, Europe and Sib-Saharan Africa, and Asia, Middle East and North Africa regions. While the company targets both urban and rural areas, it makes more sales in big cities that are densely populated.

The owner of Indian Fusion, a restaurant in Canada is a pretty generous person. This hotel has put on a sign on their backdoor inviting anybody who is hungry and in need for food to come over and eat. The board says, ‘’ If you are hungry and have no money to pay, just ring the bell below or come in for a free meal box/coffee anytime. The owner has a big heart but the other reason he is doing this is because the hotel wants to do something with the excess food. The owner told CTV news that ‘I thought, how many people can I go and ask: “Are you hungry?” It’s not possible,’ he said. ‘So I thought, why not put up a sign?’

Using the geographic segmentation approach, they have divided the market into two segments rural and urban, of which they serve the urban. Behavioral segmentation divides the market according to attitudes, they have located themselves at strategic positions and provided ambience in the restaurant to satisfy different temperaments of people. In employing psychographic segmentation, they have divided the market on the basis of lifestyle preferences. In using price segmentation, they have divided the market in lines of luxury, economy, and value.

‘Market segmentation represents an effort to identify and catergorise groups of customers and countries according to common characteristics’ (Keegan and Green 2016, p.228). For any business, it is crucial that they segment their market accordingly or they will risk forgoing sales opportunities. Fahy and Jobber (2015) identify the objective of market segmentation as distinguishing groups of customers with similar requirements so