Market Segmentation for Mothercare in Dubai

Running Head: MARKETING MANAGEMENT
0
MOTHER CARE
Marketing Management
(Student Name)
3/30/2019

MARKETING MANAGEMENT 1
Table of Contents
Introduction......................................................................................................................................2
Market Segmentation.......................................................................................................................2
Potential Market Segments..............................................................................................................2
Competitive analysis........................................................................................................................3
Resources and Value of Company...................................................................................................4
Effective Segments Criteria.............................................................................................................4
Conclusion and Recommendation...................................................................................................4

MARKETING MANAGEMENT 2
Introduction
Market segmentation is one of the specific tools that are used to analyze the taste and
preference of consumers in a more effective manner. It is majorly used to analyze the new
market before entering into such a market that helps the company to enter in such a market in a
more effective and efficient manner (Ernst & Dolnicar, 2018). Marketing the target market is one
of the processes of identifying a group of consumers about which, the company believes that
they are meeting their needs with their product as well as the consumers are likely to buy them
(Dibb & Simkin, 2016). One of the leading companies Mothercare, UK based company is
dealing with baby products has planning to expand their business in Dubai to widen their range
of consumers in the international market (Quoquab, Ahmad, Hazarina & Ahmad, 2016).
In the following part, there will be a detailed analysis of the potential market that supports the
company to cope up with the challenges of shrinkage of the target market.
Market Segmentation
Mothercare is required to identify the new markets by categorized the potential markers
into small market segments with the help of the tools such as psychographics, behavioristic,
demographic as well as geographic instruments. The company will target its consumers through
a geographic location, their age, income with the take and preference that would make the
company target them in a more effective and efficient manner (Dietrich, Rundle-Thiele &
Kubacki, 2017). With the help of geographical segmentation, the company would able to find
their consumers in regional, local, state or any national marketplace segment. The characteristics
of demographics are used to analyze which segment they need to target such as gender, age,
income level, marital status. The characteristics of Behavioral and Psychographic will be used to
analyze the taste and preference of consumers towards the product in the market to understand
their priorities to satisfy them in a more effective and efficient manner (Venter, Wright & Dibb,
2015).