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Location StrategyMarrybrown is using market penetration on decision making by focusing on small town andplaces near to resident area. Marrybrown usually will pick a location which is very far fromits competitor. For instant, Marrybrown open a new outlet to obtain better market share. Thisis one of the way to expand Marrybrown’s franchise network by using strategic goalassociated with the strategy of strengthening growth. On top of that, Marrybrown generalstrategy also allow this strengthening strategy by creating unique product feature to penetratethrough market.Design of Goods and ServicesMarrybrown focuses on providing unique design of goods and services on different productscomparing to its competitor. Marrybrown also have a program in order to train newMarrybrown Franchisees to help franchisees become my successful. This indicates thatMarrybrown is offering training to new employee in order to have a better customer service.Marrybrown is also having their product with unique packaging for example their packagingfor the Kiddy Meal is quite unique and special. The food served are also very special unliketheir competitor.4.1.3 Marketing SegmentationA process in dividing a potential customer’s into group or based on different characteristicswill be known as market segmentation. This segments are categorize for composed ofconsumer who share the same interest, desire, locations or someone who respond similarly inmarketing strategies. For Marrybrown, the company segmented as market into geographicalfactors, psychographic factors, behavioral factors and lastly demographic factors. So first of all, Marrybrown will be using geographic segmentation to divide geographicalareas, such as region, country, and market, national or international. Market can be dividedinto rural, suburban and urban segments. Furthermore, the company can segment the marketaccording to each region’s climate. In this case, Marrybrown will be consider as international
as they operates in China, Indonesia, India, Maldives, Sri Lanka and the Middle East andMyanmar (Marrybrown.com, 2018)Next for psychological segmentation, will be a market segmentation based on consumerbehavior, personality, interests, lifestyle, values and attitudes. For instant, Marrybrownsegments the customer who have a job. The customer which are walking or student who arestudying doesn’t have a proper time dining at a dining table, so Marrybrown provide aprivilege for these customer by serving them fast food. These customer will have a drive-thruoption or take away option and they can proceed their occupation by eating while working.Next will be behavioral segmentation. This segmentation is a type of market segmentationbased on differences in consumer behavior between consumer groups. By investigatingconsumer spending pattern, consumer lifestyle, timing, pattern consumption and similarfactors. It’s goal to analyze specific market segments and customized the promotion.