Target Segment Benefits and Attractiveness

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Target segment benefits and attractiveness

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Target Segment Benefits and Attractiveness
As opined by Snieska and Zykiene (2015), the target market benefits and attractiveness suggests
that it would be difficult for a company to target the world at large. Therefore, it is important to
identify the sector which the company wants to target and accordingly segment the market. The
following essay is to identify and analyze the target segment and attractiveness of a newly
opened vegan cake shop called Anytime cakes in London.
Geographic Segmentation
As suggested by Beheshtian-Ardakani, Fathian and Gholamian (2018), geographic segmentation
will include region and population density of London. Anytime cakes will serve in London
market. The cake shop will target customers from the London region by estimating the
population from the latest census. Also, the cake shop will plan to put up an open online order
entry system with the help of delivery partners. This will help to serve vegan custom cakes and
other vegan made products to remote locations also. Since vegan products are highly in demand
among customers, Anytime cake shop aims to deliver these products, either in the Suburban
community of London serving the local residents or locations outside the geographical location.
As the success of the cake shop will increase, it will slowly expand to wide range of locations.
Demographic Segmentation
As opined by Green and Warren (2019), the demographic segmentation include the age, gender
and income status of the target customers. Since there is a rise among people with regards to use
of vegan products, the cake shop will target people between the ages of 19 to 40. Anytime cakes
will also focus on the middle and upper income markets since they consume the majority of
vegan products. The younger customers will also be a suitable target since many families opt
dairy free products. As suggested in the report of Mintel (2018), the younger generation is
consuming lesser meat-products and dairy products. Depending upon the suburban location,
Anytime cake shop will keep the product mix and pricing strategy at an optimum level. The
competition is high in the vegan cake market, where famous cake shops like Ms. Cupcake and
Rubys of London has multiple options and a good hold over the market.
Behavioral Segmentation