Target Market Essay Example

  • Category:
    Marketing
  • Document type:
    Essay
  • Level:
    Undergraduate
  • Page:
    1
  • Words:
    663

2Target Market

IDENTIFYING TARGET MARKET BASE FOR SEEDLING Cafe

This section of the paper is set to identify the marketing problem; objective and target base for Seedling Cafe. It is important to note that currently, the Cafe serves a wide variety of customers and thus, it is crucial to identify its niche market and exploit it fully for maximum gains.

The Problem that seedling Café is now facing rests with the identification of the target market for its immediate food products. It is important to note it is in the exact interest of each and every restaurant to come up with distinctive set of menus that could be able to attract the immediate potential market. To be unique in its venture and thus, steer through potential competition from its rivals, Seedling Café should focus on identifying a specific target for its products. Currently, the restaurant seems to serve customers possessing different set of attributes; factor that poses the risk of not identifying its target niche of the market early enough and thereby allowing for profit maximization and customer satisfaction.

It is important to note that existing customer base defines its target market of being aligned with demographics attributes. It has been found out that Seedling Café mainly serves customers that range in the age group of between 18 and 65 and, also extends this by serving the working group especially in relation to its coffee product. The positive aspect associated with sustenance of this demographic-based target rest with the fact that it provides an opportunity maximise on profit sales as different groups comes to the café for their specific product (Green & Krieger, 1991). However, on the contrary, sustaining this target market base is somehow a challenge since it needs a diverse set of investments especially in terms of menus that could serve this substantial and unspecified set of customers.

The target market is further distinguished by psychographic facets that specifically involve customers like the tourists from across the globe who visit the café for purposes of enjoying indigenous food product. The positive aspect associated with this form of target marketing rest with the fact that there could be an influx of more tourist customers being interested with being served at the café and therefore promotes its services across the globe (Green & Krieger, 1991). Considering the fact that the tourists would certainly want to enjoy the local menus, seedling Café could benefit from directing its investment towards that platform. However, this target market of customers could prove unviable especially since tourists decide to visit places in seasons. This means that at certain periods of the year, Seedling could become redundant in the event that it focuses solely on tourist-based customers for its products.

Consequently, Seedling can focus on serving the local geographical areas meaning that it would direct its investments to the locals within the area. The best thing about this form of target marketing rests with the fact that there would be a viable stream of customers for the entire operational period as customers would flock in to be served in Dinner and breakfast. However, the only negative aspect about this target market arrangement lies in the fact that the activity of serving only the locals could distort the level of growth and development hence restricts its future growth strategies (Green & Krieger, 1991). Seedling Cafe should focus its target market base on the local geographic since it will guarantee of its future survival in relation to operations. The locals are able provide a steady supply of revenue streams thereby ensuring that the restaurant survives on.

To sum up the discussion above, the paper has been able to note that Seedling Cafe should target the local geographic region as its target market base. This was way, it is guaranteed of future profitability and survival as well as growth and development.

References List

Green, P.E. & Krieger, A.M., 1991. Product design strategies for target-market positioning. Journal of Product Innovation Management, 8(3), pp.189-202