Marketing Segmentation & Positioning

MKT 500

Marketing Management

Assignment #1

Market Segmentation & Product Positioning

Jacqueline Lawrence

Strayer University

Jul 13, 2010

1. Identify the marketing segment for the product and explain why the segment was selected.

The Center Café will provide reasonably priced, nutritional, quality food services in a small town café environment. The service will address the needs of the health conscious consumer by providing practical taste preferences and price-value concepts comparable, if not lower, than other locations in the area providing similar services. Developing a strong relationship with the local community is the short-term focus of The Center Café and is crucial in sustaining a successful business.

In addition to standard food services, The Center Café will provide Wi-Fi service at no cost to the consumer. This service will provide any student or working individual the quiet, comfortable environment needed to complete projects away from their home or office. Conference room services will also be available. Conference rooms will be available for up to 50 individuals. Each room will be fully equipped for all technological needs including Wi-Fi, video/speaker conferencing, microphones, film-projection screens, dry-erase boards, and white paper easels.

The long-term mission of The Center Café is to become a fully functioning conference center that will make up (at a minimum) 40 percent of the annual revenue. To achieve this mission, extensive, thorough research and facility development is required. The Center Café must explore all opportunities to include the market, competition, and consumer expectations and behaviors before engaging in this aggressive mission.

The marketing segment for The Center Café will be psychological. The focus of The Center Café is to serve the needs and preferences of members from various social, economical, and political affiliations, regardless of age, gender, income, or location.

The...