The type of customer I will be focusing on is mainly adults (male or female), there is no particular ethnic group but since it is Halal food and Muslims will need it as a service, I am aiming at Muslims. As there are a lot of Muslim people who shop at Sainsbury’s and will be interested to in knowing that they have introduced Halal Products.
Bearing in mind that there are particular areas where Muslims live I will have to aim at them demanding areas. This is called cultural segmentation.
Competitors
Competition is the existence of many businesses engaged in the same business or trade vying for the same customers. Some indirect competitors for the products are the shop which specialise in Halal food e.g. some examples of Sainsbury’s Competitors are stores like Tesco, Asda and Morrison’s.
As one of the leading stores in the UK such as Asda has introduced Halal products Sainsbury’s will have a competitive battle with Asda is also liked by people all over the UK especially because of their prices. So if Sainsbury’s were to introduce this new range of Halal products they will have to inform people by advertising on TV commercials and putting up posters on bill boards. Sainsbury’s are known for quality and a lot of customers trust the store for always having products with top quality and reasonably priced so Sainsbury’s will have to do little advertising to get people buying the new range.
Market and market segments
A market is a place where there is buying and selling of merchandise. A market can be a physical place like Whitechapel market or it can be a situation like the internet when shopping online.
All businesses need to identify the type of customers they are going to sell their product to and their main expectation; they need to do this as they will need to meet the customer’s expectations to satisfy the customers. To do this they start by identifying the market for their product or service
As there are many markets they are sub-divided into market segments.
There are different types of markets:
- Industrial market- plant and machinery
- Labour- buying and selling of services: e.g. doctors, lawyers, plumbers, builders
- Commodity- raw materials, customers are mainly businesses
- Money- short term loans for individuals and businesses
- Government- defence, health and education
- Consumer- goods or services bought by individuals
The target market I will be concentrating on is the consumer market.
Target market
Sainsbury’s is a part of the consumer market so I will have to investigate that market and find out where Sainsbury’s purchase their products. I have to find a suppler that can provide high quality Halal products but a price that the customer’s do not find too costly. My target market is the consumer market as I am aiming to sell goods to individuals (the customer).
Target Customers
The type of customer I am aiming is mainly adults (male or female), the age of 25 and upwards, there is no particular ethnic group since it is Hall products and Muslims will need it as a service, I am aiming at Muslims. The reason I am aiming at these customers is because, as adults they will understand why the product is different and also because adults are the ones who tend to buy the grocery so they are the ones who’ll be interested in knowing that Sainsbury’s now do a Halal range of products, whereas teenagers are likely to go to Sainsbury’s to buy snacks like sweets, crisps or drinks.
Customer Expectations
Customers expect to have quality products and to get what they pay for. In order for Muslims to purchase that the product from a British store they will need to trust Sainsbury’s and make sure that the product is actually Halal and not just a sticker added onto Sainsbury’s normal products, they can do this by advertising their new range by a recognised Muslim person whom people trust, By doing this Sainsbury’s can guarantee the customer that the product is Halal.
Also need to get quality goods like their other products, because if they do not, people who buy the product and don’t like it the quality of it, they will be likely not to buy the products again. Also word will spread that Sainsbury’s Halal goods aren’t up standards and they will start to distrust the stores quality.
So if Sainsbury’s were to introduce Halal products and want to be ahead of the race they will need to satisfy their customer expectations and meet customer standards.
Rukshana Begum Choudhury Roll Number: 2124
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