Target Market

TARGET MARKET

(picture for illustration purposes only)

A target market can be defined as a group of customers that have similar necessity and characteristics that a company decides to fulfill and who are in high chances of buying its products or services. After going through a detailed process of evaluating different market segmentation, Ne’mah café has decided to include geographic segmentation, demographic segmentation and psychographic segmentation in determining their target market. By segmenting their customers specifically based on their area which is the university, their income and their lifestyle, Ne’mah café is able to derive their target market which comprises of university’s communities such as students and staffs, considering its main location in a university as well as coffee lover even from outside the university. It could also be of these two groups of people who have different level of income. After determining their target market, out of the four market targeting strategies as mentioned earlier, Ne’mah café has decided on Differentiated (Segmented) Market Target as the tool for them to approach and serve the best for their customers. This also includes creating different offers for each of the market segments such as the value box for students whom they assumed to have lower income and a discount of RM2 for any beverage provided at their café that exclusively available during golden hour which is from 5pm to 7pm every day. 

by Anis Noorsyahira Binti Ahmad Asri (1526406)