International Marketing Essay Example | Topics and Well Written Essays - 1500 words

International Marketing - stress ExampleIn the year 2000, just about 44% of fruits were devoted to juice industry and the business is scour expected to grow in future. Among all the juices, orange juice is the most accepted one which covers almost 60% of the juices. The tidy sum of the USA prefer to maintain their health and thus choose vitamin, mineral and otherwise nutrients drink as their healthy diet (Thor and Savitry 2001). Source (Thor and Savitry 2001). Segmentation and Target Market For developing any(prenominal) business, market place segmentation is the vital element which can manage the scrape customers. In the juice business, the target customers go out be divided according to geographical, demographical, socioeconomics and psychographic variables (Croft 1994). Demographical Segmentation Boost Juice will focus on every age stems of customer but the primary targets of Boost Juice would be fitness sensible middle-age customers, young customers and teenagers. The first segment is predominantly the vainglorious customers. These types of customers argon adequately health conscious and they flow infra the age group of 2532 years. They are non much price medium and are always ready to pay the solicited price. These types of customers normally spend above average and do not prefer to bargain much. The sanction category consists of those customers who are very much health conscious. These customers fall under the age group of 1825 years. They prefer healthy, nutritious and less calorie drinks. They want to concord their cholesterol and fat. These customers are dieters and fitness professionals. The third demographic segmentation is young teenage customers of the age group between 14 to 18 years. These types of customers are not health conscious and prefer taste to health. These customers are in between adult and child age group and thus they prefer to consume adult drink without sacrificing the taste (Pania et al 2006). Geographical Segment ation The second type of segmentation is geographical segmentation. base on geography, the target market will be segmented in both ways, one will be area-wise and other will be area-wise. The region-wise segmentation will be further divided into two sub segmentations. The first segmentation will be Northeast region of the US. The reason for choosing Northeast region is because of the fact that juice consumption of orange was large in that region according to data of 2001. The flock of Northeast region prefer orange drink more than other regions of the US. Per Capita Consumption of Orange in 2001 Source (Pollack, Lin and Allshouse 2003) The second segmentation will be the south region. The reason for choosing this region is that the per capita consumption of orchard apple tree juice was highest out there according to 2001 data. It had been observed that people of south region prefer apple juice more than other regions. Per Capita Consumption of Apple in 2001 Source (Perez, Lin a nd Allshouse 2001) In case of area-wise segmentation, the market is divided into three sub segments metropolitan, sub urban and rural. The first target market will be concentrated on sub urban areas of the US. The reason for choosing sub urban areas is that almost 47% of people reside in sub urban areas and the rest 53% people live in metropolitan and rural areas. So demand for processed fruit products is higher in the sub urban areas. The second target customer will be the people of