Target Segmentation of Secret Recipe

Target marketing is dividing overall market into segment and then focus into specific market sector that marketers can served easily and gain profit. Secret Recipe cafe is a lifestyle concept cafe chain features as a modern and metropolitan setting that has 250 outlets throughout Malaysia and Asia. As a cafe and restaurant, Secret recipe will tend to attract the working class and teenagers. The high average income among the population in the targeted cities can help to ensure Secret Recipe is affordability among the working class.

Malaysia’s modern generation has been greatly influenced by Western culture, the younger generation looks forward to it readily. The food and beverage that are provided may fulfil Malaysia’s younger generation’s needs. Secret Recipe can develop a menu to fit all Malaysia’s society for targeting the chosen markets. Secret recipe did a lot of market research in terms of lifestyle, cultural differences, food staples and food culture.

The issue that needs to be taken consideration is demographic segmentation. Demographic segmentation means division of an overall market into homogenous groups based on variables, such as gender, age, income level, occupation, education and stage in the family life cycle. The necessary to target the teenagers as those aged from 15 until 30. For the information, Secret Recipe can focus more on the needs and preferences of its main marketing target. So that Secret Recipe can focus on this target group and gain more profit from the segment.

The next issue is geographic segmentation. Geographic segmentation means division of an overall into homogeneous groups based on their locations. The infrastructural and transportation system in place will influence the locations of the Secret Recipe cafe. Therefore, they target the middle and upper income categories costumer as well as in large cities. For example, Secret Recipe will set up their outlet in Kuala Lumpur, which is a high population and well-developed...