Blog 3 - YES... YOU!!!


 

Rasa Bojun as a Sri Lankan restaurant with Sri Lankan authentic cuisine targets Sri Lankans who lives in London. In Harrow many Sri Lankans lives comparatively, which adds competitive advantage to the company while attracting customers. In the year 2017 approximately 142, 000 Sri Lankans migrated to UK. According to ONS 2017, 67,000 +/- 12,000 men and 75,000 +/- 13,000 women were among the 142,000 migrants who arrived between 2016 and 2017


What are the categories we consider?


Geographic

Region - South East England, North West, North East, East of England, East                         Midlands, Yorkshire and the Humber, West Midlands, South West England,

Greater London

Cities – All 51 cities in England

 

Age – 10-18, 19-25, 25-45, 46-60, 60+

Demographic

Gender – Male, Female, Other

 

Nationality - Sri Lankan, Indian, Locals

 

Life-cycle stage – Student, employed, unemployed, retired

 

Income – low, Mid, High

Behavioral

Degree of loyalty – non-loyal, Mid, High loyal, Floaters

Media preference

TV, Radio, Web, social media


Considering the segmentations, we are going to target Greater London, the city of Harrow, people between 18- 40 year of age, Male and female both Sri Lankan students, Employees, Low and Mid-level income earners which is Non loyal and floaters, with the media preferences of who are using Web, Facebook and Instagram with their laptop, mobile phones and tablets

Targeting the market is segmented quite will by the company, which is important as the initial stage of improvement, which followed by positioning the products, accordingly, considering competitors and challenges. According to available market data there are several restaurants around the area which provides similar dishes. Strategic partnership with local or, culture-based companies will expand the target market possibilities.

























































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