Report of the Segmentation, Targeting and Positioning of Supermarket.

1789 Words Dec 21st, 2010 8 Pages
Cover Page

Report title: Report of the Segmentation, Targeting and positioning of supermarket.
Prepared for: Miss Samantha Liew
Written by: Johan Chandra (3804717)
Date of Submission: Friday, 3 April 2009.
Tutorial Group & Time: T9 (12.30-1.30)

Table of Contents

Cover Page 1 Executive Summary 3 1. Introduction 4 2. Discussion 6 2.1. Market Segmentation 6 2.2. Market Targeting 7 2.3. Market Positioning 8 3. Conclusion 9 4. Recommendation 10 Reference List 11 Bibliography 12

Executive Summary

The purpose of this report is to know the three market selection process, which is market segmentation, market targeting, and market positioning. The business will be opened is supermarket which sell the most important and
…show more content…
In demographic variable, the company concern to the incomes and occupations of the person. The standard income of household in Malaysia is increasing to higher level. If someone has a better job so they would get more income as they have earned. Therefore, in other word many people are buying the products with their income, not everybody can waste their money for luxurious product and branded. In psychological variables, nowadays, people are eager to have the most famous brand to be possessed it is caused by the lifestyle. Lifestyles refers to a person way of living, it describes how individual operates on a daily basis. Consumer’s lifestyles are composites of their individual psychological profiles, including their needs, motives, perceptions, and attitudes. Lifestyle also bears the mark of many other influences, such as family, job, social activities, and culture’(Boone & Kurtz 2006 p 302).
‘Marketing theory indicates that customers demonstrate heterogeneity in their product and service requirements and buying behavior’ (Johne, F.A,. 1994).

2.2. Market Targeting

‘Having identified market segments, marketers must decide which, if any, they intend to enter. A marketing program which covers all elements of the marketing mix can and then be designed to suit the particular requirements of those segments targeted’ (Dibb, S., & Simkin, L.,1991) The market is targeting onto people with the highly income, like famous
Open Document