Marketing Plan Segmentation
Marketing 250
Marketing plan
Segmentation: Tortilla Azteca
In a nutshell, segmentation is the process of dividing a broad market into specific target group. In marketing, segmentation is crucial in creating a successful marketing strategy, because marketers are then able to identify consumers who have common needs and applications for the relevant goods and services. For example demographics such as age, gender and ethnicity are one of the many criteria when segmenting a market.
For our marketing plan, we have focus upon building a tortilla company. Tortilla, which is a key component in many Mexican dishes, is favored not only by Latin American, but has also become a very popular ingredient in many western and Asian foods. The concept of tortilla is that it acts like a bread; people can apply almost any kinds of vegetables and meats, fold it or wrap it (depending on the style or preference) and bite it, it’s as simple as eating a hamburger. The tortillas that many of us eat today however have lost its traditional value. Nowadays Tortillas are designed and manufactured for mass consumption, and as a result fresh organic ingredients are left behind. As a tortilla expert we want to put an end to the blunt taste of 21’st century tortilla and so our company has gone back to the basics; cooking tortillas the style a Mexican street vendor would do (read product part for more detail concerning tortilla-making).
This idea of authentic Mexican tortilla is what our company will be trying to capitalize on; we depend on the idea that people are still concern about quality, not quantity. In marketing terms we are focusing on consumer preference, which is essential for us to identify what market segment we are going to target. We start with measuring possibility.
First Step: Measuring Possibility
All marketers know that the size of the market must be big enough to be worth targeting. According to statistic Canada as of 2001 “244,400 people of Latin American origin
Marketing plan
Segmentation: Tortilla Azteca
In a nutshell, segmentation is the process of dividing a broad market into specific target group. In marketing, segmentation is crucial in creating a successful marketing strategy, because marketers are then able to identify consumers who have common needs and applications for the relevant goods and services. For example demographics such as age, gender and ethnicity are one of the many criteria when segmenting a market.
For our marketing plan, we have focus upon building a tortilla company. Tortilla, which is a key component in many Mexican dishes, is favored not only by Latin American, but has also become a very popular ingredient in many western and Asian foods. The concept of tortilla is that it acts like a bread; people can apply almost any kinds of vegetables and meats, fold it or wrap it (depending on the style or preference) and bite it, it’s as simple as eating a hamburger. The tortillas that many of us eat today however have lost its traditional value. Nowadays Tortillas are designed and manufactured for mass consumption, and as a result fresh organic ingredients are left behind. As a tortilla expert we want to put an end to the blunt taste of 21’st century tortilla and so our company has gone back to the basics; cooking tortillas the style a Mexican street vendor would do (read product part for more detail concerning tortilla-making).
This idea of authentic Mexican tortilla is what our company will be trying to capitalize on; we depend on the idea that people are still concern about quality, not quantity. In marketing terms we are focusing on consumer preference, which is essential for us to identify what market segment we are going to target. We start with measuring possibility.
First Step: Measuring Possibility
All marketers know that the size of the market must be big enough to be worth targeting. According to statistic Canada as of 2001 “244,400 people of Latin American origin