Market Segmentation

Topics: Marketing, Vegetarianism, Positioning Pages: 3 (865 words) Published: November 27, 2010
Running head: Market Segmentation and Product Positioning

Market Segmentation and Product Positioning

Marketing Management – MKT 500

[ ]Abstract
This is a research plan to support introducing Farmer Dan’s Vegetarian restaurant to the U.S. market. Identifying the marketing segment for this business and explaining why this segment was selected; Discussion of the target market and why these customers will be targeted; A SWOT (strengths, weakness, opportunities and treats) analysis for the company; A market position Statement for Farmer Dan’s.

Market Segmentation and Product Positioning
The Product and service I propose introducing is “Farmer Dan’s” a fast food vegetarian restaurant with vegan entrees. It will be modeled after many other fast food restaurant offering fast service, low prices, consistent products, and a convenient location. We will serve a limited menu made up of the most popular vegetarian dishes as well as offer four or five vegan selections. We will offer a wide selection of beverages including 100% fruit and vegetable drinks. We will offer a drive through window as well as indoor setting. All selections will have the ingredients listed so customers can make informed decisions and be confident in what they are consuming. There will never be any animal products used on cooking surfaces and we will us only 100% vegetable oil. We will locate in a high population suburban area with colleges with-in a short drive. Identify the marketing segment for the product and explain why this segment was selected; 

The market segment would be vegetarians of all ages. It would be a small but growing niche market made up of people with varies motivations for eating vegetarian. Some reasons people chose to be vegetarian is that they are seeking to improve their overall health or seeking more natural approaches to wellness. They might have environmental or food-safety concerns or issues with the treatment of animals for food. Weight loss or...
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