Haagen Daze
Introduction
The following report is around Haagen-Dazs. The report combines researched information from various sources to discuss the macro environmental forces impacting the company's environment, market segmentation variables, the different levels of competition, profile market segment, positioning and target market.
Haagen-Dazs ice cream as the world’s leading forest brand, and the name gives peoples the concept of super premium ice cream valued at premium prices, this is the reason we choose the product. Our main aim is learn Haagen-Dazs’ market strategies, how they segment and position the market. This report use secondary research. In this report, Haagen-Dazs is seem as five macro environmental forces impacting the company's environment, they are political, Legal, sociocultural, economic and technological. The marketers of Haagen-Dazs have tried geographic, demographic and psychographic segmentation to find out the best method to market structure. Haagen-Dazs is belonging to brand competition and the aim target consumers are the youngers are examined in depth in this report.
2.1 Segmentation Variables
Segmentation variables are characteristics that buyers have in common and that might be closely related to their purchasing behavior. Age, gender, income and occupation, can all be linked to the purchase or consumption of particular products (Elliott, Rundle-Thiele & Waller, 2012, p187). The marketers of Haagen-Dazs have tried different market segmentation variables to find out the best method to market structure. The characteristics that used are geographic, demographic and psychographic segmentation.
2.11 Geographic Segmentation
The market is segmented according to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines demographic data with geographic data to create a more accurate profile of specific (Kotler & Keller, 2009, p46).
In 1983 Mr. Mattus agreed to sell
The following report is around Haagen-Dazs. The report combines researched information from various sources to discuss the macro environmental forces impacting the company's environment, market segmentation variables, the different levels of competition, profile market segment, positioning and target market.
Haagen-Dazs ice cream as the world’s leading forest brand, and the name gives peoples the concept of super premium ice cream valued at premium prices, this is the reason we choose the product. Our main aim is learn Haagen-Dazs’ market strategies, how they segment and position the market. This report use secondary research. In this report, Haagen-Dazs is seem as five macro environmental forces impacting the company's environment, they are political, Legal, sociocultural, economic and technological. The marketers of Haagen-Dazs have tried geographic, demographic and psychographic segmentation to find out the best method to market structure. Haagen-Dazs is belonging to brand competition and the aim target consumers are the youngers are examined in depth in this report.
2.1 Segmentation Variables
Segmentation variables are characteristics that buyers have in common and that might be closely related to their purchasing behavior. Age, gender, income and occupation, can all be linked to the purchase or consumption of particular products (Elliott, Rundle-Thiele & Waller, 2012, p187). The marketers of Haagen-Dazs have tried different market segmentation variables to find out the best method to market structure. The characteristics that used are geographic, demographic and psychographic segmentation.
2.11 Geographic Segmentation
The market is segmented according to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines demographic data with geographic data to create a more accurate profile of specific (Kotler & Keller, 2009, p46).
In 1983 Mr. Mattus agreed to sell