Market Segmentation is the process of dividing market into various small segments by identifying dis - Market Segmentation is the process of dividing

Market Segmentation is the process of dividing market into various small segments by identifying dis

This preview shows page 1 - 2 out of 2 pages.

Market Segmentation is the process of dividing market into various small segments by identifying distinguishable needs, wants, character and behavior. These markets require different marketing strategies to achieve a successful market structure. Marketers of Haagen Dasz Malaysia have targeted and catered different segments to fill the gap in ice-cream industry. These are based on geographical, socio-cultural, demographic, psychographic and behavioral. Geographical market is when a business segregates its market on basis of county, state, city or urban and rural. Consumers in urban and rural areas usually have different spending patterns, needs and wants. Similarly, Haagen- Dasz has chosen to establish its bases in urban areas of Malaysia to capture a dense market. According to - locations , among 13 states of Malaysia, Haagen dasz has targeted top 3 populated states or cities. These include, Penang, Selangor and Kuala Lumpur.
Image of page 1
Image of page 2

You've reached the end of your free preview.

Want to read both pages?

  • Spring '14
  • ice cream, Häagen-Dazs, Haagen Dasz Malaysia

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes