Market segmentation plays a critical role in position a product or service in the market. Segmentation entails focusing on a specific section of the target market. This will involve tailoring the commodity in order to meet the specification of the target market segment. In establishing a mobile grocery store, the major market segment of focus will be the youthful generation. The youth generation are more likely to embrace changes within the technological environment hence will more likely visit the store to profile new arrivals. In addition, the purchase decisions among the youthful generation are at times influenced by peer pressure hence the ability to improve sales within the store.
In the light of the target market segment, the design of the store will include full-time wifi internet connectivity. A larger percentage of the youth are active in various social media platform, through availing free internet connection at the store, it will be a stop-over point thereby increasing purchases chances. Adopting product diversification at the store will also appeal to the youth. This is a generation that desires for catchy and best items so providing a wide range for selection will improve the quality of the decision making.
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Another market segment that will be of target is the members of low social groupings. This group makes a larger population of most markets and therefore will be a great opportunity. In order to appeal to this market segment, penetration pricing will be embraced for products at the store. Penetration pricing will entail setting relatively low prices that this group can afford. Moreover, the promotion language at the store will also be tailored to accommodate persons of low social class. This will involve bringing on board sales persons that are well conversant with the needs of this segment.
