Professor Brawn Target Market

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1. TARGET MARKET AND MARKET SEGMENTATION 1.1 Consumer Market The service is similar to any other food establishments with the exception of the business’ service staff. Professor Brawn Café employs individuals with special needs as their service staff, aiming to provide them with job opportunities and social integration. By dining in this restaurant, patrons are supporting Professor Brawn Café’s mission. The core benefit the restaurant provides is the opportunity to employ individuals with special needs and to increase the awareness of similar cause among the public. However, risks entails these types of businesses as not all would be enticed by its cause. Consumers would much rather patronize cheaper alternatives than to pay more for a restaurant with a cause. Hence, Professor Brawn Café should aim to provide an affordable menu in order to capture a larger percentage of the market. 1.2 Segmentation Variables 1.3.1 Geographic The segmented market for the Geographic Variable is the city of San Francisco. By expanding into this region, the company aims to target individuals situated within vicinity of the branch. 1.3.2 Demographic The demographic segmentation variables for the consumer markets is individuals aged 18 – 40 years old, regardless of gender. The reason for this is because youth below the age of 18 may not be able to appreciate the cause behind Professor Brawn Café and hence, marketing efforts may not be effective towards these individuals. On the contrary, individuals over the age of 40 tend to be more pragmatic when it comes to their consumer behavior and hence, would not be as passionate to support the cause as compared to those within the age bracket. Furthermore, individuals belonging to the middle class income segment are also targeted as they have a reasonable amount of discretionary income to
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