Individual Assignment Zura Syazneeza Hamizan MKT531 
INDIVIDUAL ASSIGNMENT
TOPIC:
ATTRACTIVENESS MARKET SEGMENTS AND TARGET MARKETING STRATEGY FOR FOOD & BEVERAGES INDUSTRY
QUESTION
Business knows that they cannot appeal to all buyers in their markets or at least not all buyers in the same way. Buyers are too numerous, too widely scattered and too varied in their needs and buying practices. Hence, many companies today are smartly moving away from mass marketing into target marketing in which they identify market segments, selecting one or more market to venture in and developing products mixes tailored to each market.
Choose ONE company ONLY for each industry below as your example. Explain how these companies identify attractive market segments and choose a target marketing strategy.
i. Food & Beverages Industry ii. Entertainment Industry
TABLE OF CONTENT
1
Introduction
4 - 5
2
Food & Beverages Industry – Kentucky Fried Chicken
2.1 Segmenting
6-7
2.2 Targeting
8
2.3 Positioning
9-10
2.4 Marketing Strategies
11-12
3
Entertainment Industry – TGV Cinema
3.1 Segmenting
13
3.2 Targeting
13
3.3 Product Positioning
14
3.4 Marketing Strategies
14
4
Conclusion
INTRODUCTION
Segmentation is an important part of marketing strategy in a company, in order to boost their sales which they can create and build of competitive advantage. Levels of market segmentation can be referring as below:
A. Strategic Segmentation
Strategic segmentation is more focusing on the goal of identifying market segments that differ in their purchasing power, goals, aspirations and behavior, in ways of relevant to identifying new product and value opportunities.
B. Managerial Segmentation
Managerial segmentation is the more familiar level of managerial planning and resource allocation and operational issues of sales and advertising, which including their marketing plans as well as aligning organizational processes in between organizations itself and their
TOPIC:
ATTRACTIVENESS MARKET SEGMENTS AND TARGET MARKETING STRATEGY FOR FOOD & BEVERAGES INDUSTRY
QUESTION
Business knows that they cannot appeal to all buyers in their markets or at least not all buyers in the same way. Buyers are too numerous, too widely scattered and too varied in their needs and buying practices. Hence, many companies today are smartly moving away from mass marketing into target marketing in which they identify market segments, selecting one or more market to venture in and developing products mixes tailored to each market.
Choose ONE company ONLY for each industry below as your example. Explain how these companies identify attractive market segments and choose a target marketing strategy.
i. Food & Beverages Industry ii. Entertainment Industry
TABLE OF CONTENT
1
Introduction
4 - 5
2
Food & Beverages Industry – Kentucky Fried Chicken
2.1 Segmenting
6-7
2.2 Targeting
8
2.3 Positioning
9-10
2.4 Marketing Strategies
11-12
3
Entertainment Industry – TGV Cinema
3.1 Segmenting
13
3.2 Targeting
13
3.3 Product Positioning
14
3.4 Marketing Strategies
14
4
Conclusion
INTRODUCTION
Segmentation is an important part of marketing strategy in a company, in order to boost their sales which they can create and build of competitive advantage. Levels of market segmentation can be referring as below:
A. Strategic Segmentation
Strategic segmentation is more focusing on the goal of identifying market segments that differ in their purchasing power, goals, aspirations and behavior, in ways of relevant to identifying new product and value opportunities.
B. Managerial Segmentation
Managerial segmentation is the more familiar level of managerial planning and resource allocation and operational issues of sales and advertising, which including their marketing plans as well as aligning organizational processes in between organizations itself and their