According to Kotler,“ Market segmentation is the subdividing of a market into distinct and increasingly homogeneous subgroups of customers, where any subgroup can conceivably be selected as a target market to be met with a distinct marketing mix” ( Chee, D., 2012).
Companies realize that they can’t attract all buyers in the market. Buyers are too large in number, needs to buy their products too varied. So instead of spreading the capacity to cater to all the needs in the market, businesses need to identify a part of the market that they are able to serve the best, most beneficial. Market segmentation is the basis of the premise for the construction of enterprise market strategy. If company have a good job market segments, which determine a niche market segment, will easily lead to success for the enterprise market strategy. Conversely, if choose the wrong market, the company won't to have the ability to respond better than other competitors. Customers and industrial buyers may be influenced by a wide range of factors and be in a variety of buying situations.
2.2a Consumer market
There are four main criteria for market segmentation: Demography, Geographic, Psychographics and Behavior (Chee, D., 2012) PepsiCo a large corporation, have subsidiaries in worldwide so PepsiCo will not want just to have a scale or a certain area. Furthermore Vietnam is a tropical country: “Geographical location has defined the basic characteristics of Vietnam natural is monsoon humid tropical nature” (http://www.ebook.edu.vn, accessed 2012) so north or south has hot summers plus product is beverage. Therefore, geographic segmentation is not meaningful for Gatorade product. This report just focuses on demographic, psychographic segmentations. · Demographic
According to the report of the General office for population family planning Vietnam :” In the period 2009-2014, about 7.4 million...