Segmentation, Targeting, Differentiation and Positioning Strategy for Sushi Sushi

[SUSHI SUSHI]
ASSESSMENT 1
MMK101 TRIMESTER 1 2018
SEGMENTATION, TARGETING, DIFFERENTIATION AND POSITIONING STRATEGY
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Table of Contents
1.1. Background...........................................................................................................................3
1.2. Market Segmentation............................................................................................................3
1.3. Target Market.......................................................................................................................5
1.4. Differentiation and Positioning Strategy..............................................................................5
Reference List..................................................................................................................................7

1.1. Background
The food industry in Australia supplies a diverse range of products. The industry meets the
consumer trends such as health and wellbeing which is also convenient and pays value for
money. The food and beverage industry in the country contributes in terms of financially and
providing employment (Williams, 2017). Sushi Sushi was first launched in Australia 20 years
ago. The company has more than 120 locations worldwide. Sushi Sushi offers Japanese cuisine,
including additional of salads to the menu. The chefs prepare meals by using ingredients like
avocados, authentic Koshihikari rice and Tasmanian salmon (Hoel, et.al. 2015).
1.2. Market Segmentation
The potential market is segmented by Sushi Sushi on the basis of consumer market.
Demographic
Segmentation
Geographic
Segmentation
Psychographic
Segmentation
Behavioural
Segmentation
The demographic
segment divides the
consumer market into
groups on the basis of
demographic variables
such as age, gender,
income, occupation,
education and religion.
The buyers can be
divided into different
geographic units
such as state, cities,
nations, region or
neighbourhood.
The Psychographic
segmentation relates
to products, buying
behaviour mainly
depends on lifestyle
and personality
characteristics.
The buyers are
divided on the basis
of knowledge,
attitude and response
towards a product.
 Segmenting
according to
age is a great
strategy for
personalized
marketing. For
instance, Sushi
 The
geographic
variables
influence
need of
consumers
such as
 The company
segments
personality
characteristic
s according to
competitivene
ss, ambitions,
 On the basis
of behaviour
market can
be
segmented
on the basis
of usage rate