Market Segmentation, Consumer Behaviour and Positioning for Wild Rose Brewery

Running head: PRINCIPLES OF MANAGEMENT
Principles of management
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1PRINCIPLES OF MANAGEMENT
Table of Contents
Market Segmentation:................................................................................................................2
Consumer behaviour:.................................................................................................................3
Positioning:................................................................................................................................4
Researching the customer:.........................................................................................................5
Recommendations:.....................................................................................................................5
References:.................................................................................................................................6

2PRINCIPLES OF MANAGEMENT
Market Segmentation:
The term market segmentation is defined as the identification of fragments of the
market that are heterogeneous in nature (Wilkinson, 2013). The market for an organization
can be segregated on the basis of four characteristics of customers. These are geographic,
demographic, psychographic and behavioural segmentation (Dolnicar & Leisch, 2014). The
above mentioned company "Wild Rose Brewery" is based on Alberta in Canada and has been
conducting business since 1996 (Home Page - Wild Rose Brewery, 2018). It is one of the best
breweries that Canada possesses and has expanded onto the United States as well. Hence, for
such a huge business, market segmentation plays an important role in identifying the needs of
the consumers. Considering the geographical factor of segmentation, this business is based on
Alberta, which provides them with the opportunity to gain maximum popularity in the region.
Utilising the means of promotion properly, their geographical target market is in and around
Alberta. The reason for choosing Alberta as their primary target market is their origin in the
region. The business aims to attract the local customers first and gain the maximum
popularity and business. Furthermore, they are planning to expand to the United States, which
is the international market. This is because the demand of beer in America is high (Toro-
González, McCluskey & Mittelhammer, 2014). Secondly, they consider demographic
segmentation as one of their priorities. The legal drinking age in Canada is 19 years and the
average income per person is less than $27,600. This has allowed them to offer a wide range
of products of all price slabs. In addition, their target market are people of 19 years of age and
above. Thirdly, they offer a wide range of products of multiple flavours. The wide range of
products of multiple flavours is the result of analysing the taste and preference of the
consumers which is a key element in behaviouristic segmentation. They have analysed the
brand loyalty and usage rate of consumers, as a result of which several flavoured drinks were
introduced.