Location Strategy Marrybrown is using market penetration on decision making by

Location strategy marrybrown is using market

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Location Strategy Marrybrown is using market penetration on decision making by focusing on small town and places near to resident area. Marrybrown usually will pick a location which is very far from its competitor. For instant, Marrybrown open a new outlet to obtain better market share. This is one of the way to expand Marrybrown’s franchise network by using strategic goal associated with the strategy of strengthening growth. On top of that, Marrybrown general strategy also allow this strengthening strategy by creating unique product feature to penetrate through market. Design of Goods and Services Marrybrown focuses on providing unique design of goods and services on different products comparing to its competitor. Marrybrown also have a program in order to train new Marrybrown Franchisees to help franchisees become my successful. This indicates that Marrybrown 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 packaging for the Kiddy Meal is quite unique and special. The food served are also very special unlike their competitor. 4.1.3 Marketing Segmentation A process in dividing a potential customer’s into group or based on different characteristics will be known as market segmentation. This segments are categorize for composed of consumer who share the same interest, desire, locations or someone who respond similarly in marketing strategies. For Marrybrown, the company segmented as market into geographical factors, psychographic factors, behavioral factors and lastly demographic factors. So first of all, Marrybrown will be using geographic segmentation to divide geographical areas, such as region, country, and market, national or international. Market can be divided into rural, suburban and urban segments. Furthermore, the company can segment the market according to each region’s climate. In this case, Marrybrown will be consider as international
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as they operates in China, Indonesia, India, Maldives, Sri Lanka and the Middle East and Myanmar (Marrybrown.com, 2018) Next for psychological segmentation, will be a market segmentation based on consumer behavior, personality, interests, lifestyle, values and attitudes. For instant, Marrybrown segments the customer who have a job. The customer which are walking or student who are studying doesn’t have a proper time dining at a dining table, so Marrybrown provide a privilege for these customer by serving them fast food. These customer will have a drive-thru option 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 segmentation based on differences in consumer behavior between consumer groups. By investigating consumer spending pattern, consumer lifestyle, timing, pattern consumption and similar factors. It’s goal to analyze specific market segments and customized the promotion.
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