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ASSESSMENT 1: STUDENT INFORMATION

Part 1: Segment the market

Market segmentation criteria is largely related to the development of an ideal perspective


what the customers are going to like and ultimately land up buying it. It also provides an
opportunity for efficient utilization of the resources that are present all around the
organisational setup and operations. In the current context of business that is related to a café
named VIT café in Abbotsford area. The initial marketing and resource allocation aspects
related to this café have affected progress and thus in order to facilitate the developmental
aspects. In context of this café, five basic market segmentation criteria can be put in to
account which can improvise the way of business operation. Measurable, substantial,
accessible, differentiable and actionable are the criteria which have an important position in
market segmentation process (Calvet et al. 2016). The present market segmentation and
profiling can be considered as an important factor that provides a detailed analysis of various
segments of customers bundled in specific groups. It helps in narrowing the requirements up
to a major extent and thus increases the product offerings. A customer profiling needs to be
done for the café in terms of its present as well as potential customers on the basis of factors
such as age, sex, interests and eating habits. It will help the café to narrow down its efforts
and concentration over the relative factors of development. The identified criteria like
measurable, substantial, accessible, differentiable and actionable are to be implemented in
functional development of the café operations and its marketing perspectives
(Yarracity.vic.gov.au, 2018).

Measurable: the measurement of customers per segment is considered as measurable criteria


related to the café and its marketing. The various identified segments like most feasible age
groups and gender preferences for café selection and different food habits for specific time
intervals are a major factor that relates with development of measurable marketing criteria
(Dat et al. 2015). In context of the VIT café, as the majority of population in nearby areas is
diverse so the café marketing plans must include a set of diversified menus in order to justify
customer attraction.

Substantial: factors such as socioeconomic background, stable market requirements and


brand perceptions are equally important for developing the respective associations for a
marketing plan. It is considered that the most important factor which is essential for
development of a marketing perspective is the availability of longevity (Dolnicar et al. 2014).
The customer support at VIT café is largely dependent on this café for their fooding

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requirements and thus the longevity factor is solved. Now, the socioeconomic background of
the population is also not very bad so a high end marketing plan wouldn’t be an issue for the
café.

Accessible: the native population around VIT café is very much attached and dependable
over the fooding requirements related to it and thus accessibility of customers can be properly
justified for this café (Brito et al. 2015). The marketing plan must reflect a huge impacted
customer service and interactive mapping.

Differentiable: the grouping of customers on the basis of their respective characteristics and
requirements at VIT café impacts the homogeneous considerations of market segment. The
differentiability of market segment is clearly defined through consideration of basic
differences that are related to planning.

Actionable: the actionability of market segment for VIT café is largely defined by the
association of easily quantified and ideally related development of marketing plans. These
aspects are developed and initiated with an overall sales approach and customer orientation.

All of the market segments namely, demographic, behavioural, psychographic and


geographic can be used to describe the marketing plan and requirements at the VIT café. But
the behavioural segmentation is most likely to relate with the current status and requirements
of the marketing process. It is so as this aspect of development is largely related to the
spending perspectives of customers and customers spend on the basis of their respective
behaviours. The behaviour of certain sections of society like age, gender and socioeconomic
conditions play a major role in deciding the fate of a product or service. Thus, the behavioural
market segment is most appropriate for the current process and industry (Bo Liu et al. 2014).

Part 2: Identify your target market

The target market for VIT café is very diverse and a major reason for the availability of this
diversity is the regional diversity in social context of that particular area. It is an important
information that around 25% of the total population of the area surrounding this café are
overseas born residents. They experience and practice huge differences and thus in order to
cope with these factors a relative understanding of the required market diversity is very
important. In addition to this majority of the people in this area are old and thus the marketing
plan related to the café must include them as an important as well as potential customers of
the café. The behavioural segmentation used in initial sections of this assessment specify the

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need and requirement of a population specific plan development and for that a relative
identification of potential customers like the available elder population is very important.
There are four major strategic marketing management factors (Santos et al. 2017). Product,
price, promotion and place relate with development of a perfect marketing perspective as they
cover almost every aspect that is related to café. The place factor of strategic marketing
management is one of the best constraints which specialises the marketing plan in relating it
with the available structure of social context. The place factor perfectly meets the
requirements and thus an availability of relatable approaches can be defined throughout the
process of development.

Part 3: Profile your target audience

The local markets and business are in a constant developing state as the needs and
requirements of the customers are changing in a drastic manner. The consumer characteristics
in terms of their food habits change with their respective behaviours and thus development of
different trends provide a relative understanding that behavioural kind of strategic planning is
the best possible way for market orientation and developmental associations. The
demographic information of this area is very diverse. People have different opinions and
tastes based on their respective understanding and interests. The marketing plan must be
applied in such a. manner that, different aspects and interests of various segments of
population must be influenced by the application of this marketing concept. The application
of demographic segmentation is very helpful in providing customers with the products that
perfectly fit with their requirements (Kladou and Mavragani, 2015). A variable based division
of population is carried out and then applicable product or service is very influential. The
variables of demographic segmentation in context of the potential customers of VIT café are
grouped together on the basis of factors such as family, occupation, race, gender, age and
income. These factors play a major role in order to facilitate the overall development of a
relative marketing program. A major factor that describes the usability and consideration of
demographic segmentation for this marketing process is the price bucketing. Price bucketing
refers to defining of subsequent sections of customers that is wholly based over the pricing of
products that are used at a major scale. This process will help the café to maintain a price
limitation over its products based on different types of customers and their respective
requirements. As earning also comes under demography, this initiative helps in developing a
proper consideration that can be useful in obtaining relatively helpful results and
considerations that are a major source of development throughout the process associations.

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Customer perceived attitudes are the basic individual beliefs that are summed together in
order to obtain a relative developmental implication throughout the marketing process
(Dolnicar and Leisch, 2014). The availability of positive customer perceived attitudes are a
real help for an organisation in order to facilitate its impact over customers through product
engagement and relative development of an understanding that there is a requirement of its
product and thus pricing and quality factors are maintained. In the current context of the VIT
café, since it is a popular place for having meal and spending time, pre-existing customers
have a positive perceived attitude towards the acceptance of the product and services
provided by the café (Lee et al. 2017). The company needs to develop a relative approach
that can build a similar behavioural perspective for its potential customers and thus relate
with an overall orientation perspective that is considered as customer perceived attitudes. The
three components of customer perceived attitudes that are affective, behavioural and
cognitive must be focused by the café in order to provide its marketing team a major
advantage to encourage people involvement and association with its basic operational
management (Wu et al. 2015). It will also help the café to build a new and diverse customer
base which can be very beneficial for the café from economic as well as social point of view.

Part 4: Develop a positioning strategy

A positioning strategy is the display or highlighting of a specific process, business, product or


services in order to gain socioeconomic benefits. In the recent times of development
positioning can be related to a large section of applicable assumptions that are associated with
a system. Competition, variety of consumers, object attributes and application are some of the
most important types of factors that contribute to the development of a positioning strategy.
In addition to this, product class characteristics and types of consumers involved are some of
the most important perspectives that are related to an overall association of a positioning
strategy (Wilson et al. 2017). Market positioning, brand positioning, quality positioning,
attribute positioning and market positioning are some of the types of positioning strategies.

Different factors that are responsible for influencing the positioning strategies are:

 Customer benefits or Product characteristics

This segment of product positioning strategy is related to the use of physical, operational and
functional qualities of the product to showcase it in the marketing process.

 Price and quality

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The ability to offer more in terms of product and charge less in terms of expenses is the basic
concept behind this idea of positioning.

 Use and application

Some products and services are displayed on the basis of their respective usage and benefits.
This is one of the most effective methods of positioning.

 Product user approach

This segment lets the user experience its product and then includes marketing in it. This
method is useful in obtaining the belief of potential customers (Wan, 2015).

 Cultural symbol

In many cases products are related with cultures in order to attract a large section of specific
community related customers, this is known as culturally driven positioning.

 Product class relationship

Some products are positioned in a hierarchical manner just to provide a feeling of superiority
and this also works on majority of the customers.

In the case of VIT café, as the café is old and has been operating since a long duration of
time, a relative cultural connection can be developed between the customers and the café.
This relation can be used to provide a cultural positioning perspective associated with it
(Connelly et al. 2017). In addition to this, as the food served in this café is of superior quality,
the customer benefits and product classification perspective can also be developed in order to
position its product.

Position implementation plan for the marketing of the café can be carried out with a step by
step development in the promotional activities and product positioning steps. In addition to
this, different perspectives must be carried out in order to facilitate the plan to workout
(Solomon et al. 2014).

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PRODU
CT

PROMO TARGET
PRIOCE
TION MARKET

PLACE

Figure 1: Position implementation

(Source: Solomon et al. 2014, p.157)

Following are some of the important activities that can be carried out in order to develop
position implementation plan:

 Setting of marketing and promotional standards


 Conduction of regular team meetings
 Application of positioning perspectives
 Reviewing of positioning impact over the product and services
 Making appropriate changes in the positioning plan
 Development of a continuous monitoring and supervisory system

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References:

Bo Liu, H., McCarthy, B., Chen, T., Guo, S. and Song, X., (2014). The Chinese wine market:
a market segmentation study. Asia Pacific Journal of Marketing and Logistics, 26(3), pp.450-
471.

Brito, P.Q., Soares, C., Almeida, S., Monte, A. and Byvoet, M., (2015). Customer
segmentation in a large database of an online customized fashion business. Robotics and
Computer-Integrated Manufacturing, 36, pp.93-100.

Calvet, L., Ferrer, A., Gomes, M.I., Juan, A.A. and Masip, D., (2016). Combining statistical
learning with metaheuristics for the multi-depot vehicle routing problem with market
segmentation. Computers & Industrial Engineering, 94, pp.93-104.

Connelly, J.P., Wallace, E.L. and Dedhia, M., Oracle International Corp, (2017). Simulating
online user activity to generate an advertising campaign target audience list. U.S. Patent
9,805,392.

Dat, L.Q., Phuong, T.T., Kao, H.P., Chou, S.Y. and Van Nghia, P., (2015). A new integrated
fuzzy QFD approach for market segments evaluation and selection. Applied Mathematical
Modelling, 39(13), pp.3653-3665.

Dolnicar, S. and Leisch, F., (2014). Using graphical statistics to better understand market
segmentation solutions. International Journal of Market Research, 56(2), pp.207-230.

Dolnicar, S., Grün, B., Leisch, F. and Schmidt, K., (2014). Required sample sizes for data-
driven market segmentation analyses in tourism. Journal of Travel Research, 53(3), pp.296-
306.

Kladou, S. and Mavragani, E., (2015). Assessing destination image: An online marketing
approach and the case of TripAdvisor. Journal of Destination Marketing &
Management, 4(3), pp.187-193.

Lee, S.J., Lin, G.T. and Yu, W.H., (2017). The Strategic Analysis of Driving Forces
Determining Success for a Console Manufacturer in the Console Market–the Positioning
Strategy of Nintendo.

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Santos, L.F.D.O.M., Osiro, L. and Lima, R.H.P., (2017). A model based on 2-tuple fuzzy
linguistic representation and Analytic Hierarchy Process for supplier segmentation using
qualitative and quantitative criteria. Expert Systems with Applications, 79, pp.53-64.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.,
(2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

Wan, S., (2015). Chinese Herbal tea brand positioning Strategy: Case study: WONG LO
KAT Herbal Tea.

Wilson, J., Arshed, N., Shaw, E. and Pret, T., (2017). Expanding the domain of festival
research: A review and research agenda. International Journal of Management
Reviews, 19(2), pp.195-213.

Wu, G., Inderbitzin, A. and Bening, C., (2015). Total cost of ownership of electric vehicles
compared to conventional vehicles: A probabilistic analysis and projection across market
segments. Energy Policy, 80, pp.196-214.

Yarracity.vic.gov.au (2018), DIVERSITY AND INCLUSION, Accessed from:


https://www.yarracity.vic.gov.au/the-area/diversity-and-inclusion

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