Introduction to Marketing Segmentation and Determination of Target Market

Marketing
Segmentation
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Table of Contents
PORTFOLIO 1.................................................................................................................................3
INTRODUCTION.......................................................................................................................3
PORTFOLIO 2.................................................................................................................................4
Analysis of the market and the stakeholders analysis..................................................................4
REFERENCES................................................................................................................................6
PORTFOLIO 3.................................................................................................................................7
Consumer buying behaviour and its benefit to the organisation..................................................7
REFERENCES................................................................................................................................8
PORTFOLIO 4.................................................................................................................................9
Introduction to marketing segmentation and determination of the target market of the client....9
REFERENCES..............................................................................................................................10
CONCLUSION..............................................................................................................................11
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PORTFOLIO 1
INTRODUCTION
Marketing segmentation is a process in which the market is to be divided into various
segments on the basis of the common characteristics which are possessed by the individual. With
the help of such strategies it becomes easier for the marketer to identify the specific target market
that they have to cater to. In this report the company that is taken is Lush Company which is a
UK based cosmetic retailer offering a wide variety of cosmetics. It has been founded in the year
1995 by Mark Constantine, Rowena Bird, Helen Ambrosen, Liz Weir, Mo Constantine, Paul
Greaves. It is one of those business organisation which performs business activity at a smaller
ground as it is a privately owned company. This report includes the analysis of the market which
help in identification of the opportunities and the threats in the market which might create
problem for the organisation like Lush Cosmetics. The consumer buying behaviour is also
considered. Apart for this, the strategy of marketing segmentation is analysed with can help them
to satisfy the customers by providing them goods and services as per their needs and wants
which will help the organisation like Lush to accomplish their target.
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PORTFOLIO 2
Analysis of the market and the stakeholders analysis
Marketing environment is related with various internal and external factors that has
influence on the business of the organisation. The factors of the marketing environment includes
various employees, customers, shareholders, political factors, technological etc. By analysing
such factors the Lush company can reduces its impact on time and can grab various opportunities
available in the market (Sharma and et. al., 2019).
For analysing the market environment need to be done which includes:
 PRESTCOM Analysis: It is one of the business analysis which simply explains that
how any of the business organisation is required to perform on the basis of external
factors.
POLITICAL
The political stability in UK has advantage for
the company as the policies will not change in
short period which will have positive impact
on them but the custom duties and the trade
barriers affects the operations.
REGULATORY
The government in increasing various rules on
recycling of the products which is why they
have to comply with various such regulations
which affects their business while as they
provides guarantee to the consumers regarding
the quality of the products helps them to meet
up with various regulations.
ECONOMIC
The growth in the emerging market has the
opportunity for the Lush company as they can
easily expand their operations. But with the
rising inflation the prices of the cost of
material increases which affect the prices of
the final product and that can create problem
for Lush Cosmetics.
SOCIAL
With the increasing consciousness among the
consumers for the organic products the demand
of their product are expected to increase. Along
with this the acceptance of the man for the
caring products has positive impact as it can
boost up their demand.
TECHNOLOGICAL
The technology has major impact on every
business as it keep on changing frequently and
COMPETITIVE
It is the factor which simply explains that
company like Lush faces tough competition in
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