• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

I will look at what segment of the market each shop is targeting. Then I will consider which factors are most important in doing this.

Extracts from this document...


Because there are many shops selling clothes for women in St. Albans city centre it is important for them to segment the market, they need to provide themselves a niche in the market. Segmenting the market is when companies divide the market in to different segments so they can aim their products at a specific area of the market. By segmenting the market the company can provide the products that their customers want and aim any advertising at them. Shops can segment the market using different factors including sex, age, income and lifestyle. It is then important for the shop to attract its target market because that is who will buy their products. Method I will do this by investigating the following shops * Kishimo-Jin * Pilot * Next Firstly, I will look at what segment of the market each shop is targeting. Then I will consider which factors are most important in doing this. I will investigate the products they are selling, their prices, the quality of the items, the shops layout and window display. ...read more.


Often these women are working or mothers of young children with good incomes Next offers good quality averagely priced clothes, shoes jewellery and accessories. There is a very large range of clothes for women and Menswear, Childrenswear and Next Interiors (a range offering goods for the home e.g. Curtains). By offering such a huge variety of products Next broadens its market to cater for the whole family. This makes it very popular with the modern working mother. All the clothes, both casual and smart, are fashionable and modern. There are two Next shops in St. Albans, one with the Womenswear, Menswear and Interiors and the other with just Childreswear The Interior of the shops are modern, clean and organised yet full of items. The shop fronts are simple but the Next sign stands out as this is a well-known symbol of the shop. My survey told me that many of the people in Next look around the store each time they visit the town centre because they know what it offers and think they will be able to find something they like. ...read more.


They all used similar criteria to segment the market but some were more important than others were. For example, income was the most important factor for Kishimo-Jin as well as for Pilot but Pilot also relies on the age of the customer. However Next used lifestyle as a key factor in their market segmentation. Each shop attracted their target market by using the image of the shop which includes the window display and layout of the shop. However, the most important factors for shops to consider when trying to attract their target market is the style and type of clothes they sell as well as the price and value for money they offer. These two things are important because they effect the demand for the products Next uses the method of broadening its market to include the whole family to successfully attract its market. However Next also shows signs of trying to change its market. By changing its clothing style it now competes with Gap and previously by offering Menswear, Childrenswear and Interiors is has moved to compete with Laura Ashley and BHS. Next can do this as it is a well known shop and people will be willing to try its new ideas. Word Count=1075 Emily Froud 10J ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Would A Tuck Shop Be A Profitable Business?

    product then there will hardly be any sales of frozen desserts and I there would not be sufficient time to rectify the problem. For this question ice cream and ice-lollies was the most popular response. All the above information has helped me identify the right marketing mix of products for my tuck shop.

  2. Business- Open retail store

    Marketing is a mixture of the four P's 1. Product which is what I sell 2. Price which is the charging cost the customers pay to buy my products 3. Promotion which is how I get the customers attracted to buy the products 4.

  1. Business Shop Task

    Theory Marketing: "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (http://dis.shef.ac.uk/sheila/marketing/definition.htm) Market research: "Market research is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market." (http://en.wikipedia.org/wiki/Market_research)

  2. Investigating Market

    In 2001, the Moss Bros Group introduced the 'code' brand in a move into the casual market in response to the 'dress down' culture. Around 40 established branches either Moss Bros or Savoy Taylors Guild were converted into code stores. This venture was only partly successful and lessons were learned.

  1. Starting a music shop called Musalicious.

    When I was adding the results up I realised that I didn't find out everything that I wanted to find out. So I added two more questions to the questionnaire. After I handed it back out I found out what I wanted so I put all the results into tables and charts.

  2. Business Shop

    Task 1 - Secondary Research - Theory Marketing - Finding out what customers want, providing it and making sure that the public is aware of it and where they can buy it. (GCSE Business Studies for Edexcel, Sue Alpin, Jan Cooper, Gerard O'Hara and Fiona Petrucke)

  1. I am going to carry out feasibility into opening a Night Club. The Night ...

    We estimate nearly one service staff member for every 35guest. The Ownership The Nightclub is a privately held LTD, the details of which have not been solidified as of the date of this publication. The LTD consists of three principal Shayo, Christian Milian and Nick Cannon.

  2. Marketing research - To decide which products and services will be available in my ...

    Although Mrs. Sayania informed me that wax is her biggest cost, she also informed me that waxing is the service that most of her customers prefer therefore I think that the wax is worth buying even though it is expensive because the customers in my target market would be willing to spend their money on this service.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work