The Coop

2. Age Group, Family Size (Segmentation- Demographic): People in the lower age group of 20-30 as well as the people having family with a mid-size will also be the customers for our products. The former is fun-oriented, experiencers, who are young, enthusiastic and impulsive people seeking variety and excitement, while the latter is a closed group who love to spend quality time together.

5th Edition (2011); Armond Dalton Integrated Audit Practice Case (group mark). 15% . Attempting homework before

How should this market be segmented? Identify the key segmentation variables that are relevant for this market.

Specialized products, being marketed to a specific sector, also have a unique opportunity to market directly to a target audience. Being aware of the differences in marketing to mass audiences and the targeting of specific groups, is a valuable arrow in the quiver of a marketer. Comparing the differences in the older generations gives the marketer an insight into how to mass market, while targeting the groups as a whole. There is also an interesting opportunity for the marketer to target a very specific group for specialized products. While the job of the marketer remains the same, the methodology must be different to reach the intended audiences.

The male gender as a whole does quick shopping decision and are generally more resistance to change, thus the loyalty can be easily cultivated. The age of the target segment is between 20 to 64. Most population at this age belongs to the working

(decreases) (Lev, 1974, p.628). At the same time, the company incurred a 3 percent decrease in sales, which caused a 21 percent decline in profits (Edmonds, Tsay, & Olds, 2011, p. 147). This demonstrates a change in sales,

For the first time ever, the "Coop" is experiencing a decline in sales by 6% in 20 of 76 "Coop" restaurants even though the overall growth rate was steady for the chain. These same stores were carrying about 32% of the company's retail sales.

There exists the potential of using the results of the surveys to pay bonuses to everyone from line employees to vice-presidents. Such an incentive scheme could help focus employee attention on quality and customer satisfaction issues. The purpose of these Customer Experience Studies would be to gather information on how customers viewed their visits to The Coop restaurants. The program would involve using an outside company, which would hire individuals to visit Coop restaurants and the individual would have no knowledge of who was paying for the research. The cost of this would be approximately $20 per visit, or a total of $45,600 for an entire year. While Wallace’s ideas are expensive, they will provide The Coop with the most in-depth research.

By looking at the demographic factor of age, we segment the market into 3 types of customer group which is “children, teenagers and young adults”, adults, and senior citizens. Those below 25 years old are belong to the “children, teenagers and young adults”, 25 to 55 are considered adults, while above 55 are belong to the senior citizen.

th century they had operations throughout 31 countries of the world. In 1978 Company had financial loss of US. $262.2 million .

● Adjusted EBITDA loss was ($9.7) million, compared to ($1.1) million in the third quarter of 2013.

As of September 30, 2017, the company faced unrealized loss, due to the fuel hedging policy, recorded around $118 million.

Marketing helps consumers achieve their goals and objectives by market segmentation. Effective market segmentation portrays segments whose members are similar to one another in one or more characteristics and different from members of other segments. Depending on its goals and resources, a company may choose to focus on just one segment or several, or it may ignore differences among segments by pursuing a mass-market strategy. An example in age segments is the Adeg Aktiv Markt 50+ in Salzburg, Austria, is Europe’s first supermarket for shoppers older than age 50 (Barrett, 2000)

The challenge is that market preferences for this segment of the population change rapidly, sometimes in a matter of days and weeks. This makes it difficult for marketers to target this age group. The young people themselves were not given a very large part to play in the market research process, despite the fact that they are in the best option to give detailed, accurate information on youth trends. In responding to this situation how can Look-Look market research

The main target group is female customers – 65 % of all customers. Women, according