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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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Within this report I will identify the target groups for 6 different businesses by explaining how the businesses identified their customers and how they segmented the market. I will do this by investigating 4 businesses who operate in consumer markets and 2 businesses who operate in business to business markets.

Consumer Markets

Consumer marketing is defined as creating and selling products, goods and services to individual buyers, as opposed to trying to appeal to businesses. Commercials trying to sell toys or books or movies to the average individual are examples of consumer marketing.A customer is the person who buys the product or service and a consumer is the end user who uses the product or service.

Early Learning Centre

The early learning centre was established in swindon in 1974, it has 215 shops in the United Kingdom, and over 80 in 19 other countries including Qatar, the United Arab Emirates, Canada and Australia. In addition, their toys are available in some Debenhams, Boots & Sainsbury's stores. The customer for the early learning centre is the adult that is making the purchase, and the consumer is the child using that product/toy. These are not the same as the adult will probably not be using it. The customers who go to the early learning centre are generally going to be more flexible on price as they are willing to pay more for their kids.They would sell more in store as parents may wish to inspect the toy first hand before they buy it to decide if it's suitable for their children. They will advertise their products via tv,newspapers and magazines. The parents wish to have a high quality product for their child. The early learning centre  are in the Demographic segment: this involves segmenting the market based on factors such as gender, age etc. This is because they exclusively aim their products at children. The early learning centre are available to access their target market which is the parents as they can easily access them via email. The business meets the needs of the segment as they offer safe toys for the consumers which is the children which is good as the customers which is the parents will shop their again. The future prospects for the segment is that they may have to keep up with current technology in order to keep customers satisfied. The segment which they are currently in is profitable as they are making money as they have a target market which is always demanding.


Saga is a British company focused on serving the needs of those aged 50 and over. It has 2.7 million customers. The company operates from several sites.All are in the UK, four in Folkestone, Kent at Middelburg Square, Enbrook Park, Cheriton Park and Ross Way. In May 2014, Saga Group successfully made its debut on the London Stock Exchange as a Public Company, and therefore changed its name to Saga PLC. The customer for Saga is most likely  going to be the consumer as well as they are going to be person who buys the holiday. As they appeal to the older generation (50+) they are going to be in retirement so they dont mind spending more money for a higher quality holiday. They may not be very confident with the internet so they want to book in store. They will advertise on the tv, magazines and newspapers. Holidays to nice destinations is what they want is a good clean and luxury accommodation. Saga  are in the Demographic segment: this involves segmenting the market based on factors such as gender, age etc. This is because they are exclusive to 50+ so therefore segmenting via age. Saga are also available to contact but may be harder due to the fact that they may not have an email or may not necessarily check them often. The business meets the needs of their customers by offering a luxury holiday. In the future saga may have to cater for a wider target audience as we are a ageing population and therefore soon they will have to be capable to cater for the larger group. Because of this saga are able to make a larger profit in their segment, as well as this if they give a customer a quality time they may come back.


Wilkinson Hardware Stores) is a British high-street chain which sells homewares and household goods.Founded in 1930 as Wilkinson Cash Stores by James Kemsey Wilkinson. The Wilko product range concentrates on household essentials, including homewares, textiles, DIY, cleaning products, health and beauty lines, stationery, confectionery, pet products and kitchen and bathroom goods. A large proportion of the range is made up of own-label products sold under the Wilko brand, although like other retailers Wilko has started to use private label brands. The customer for wilkinsons is your everyday adult buying day to day goods for their home. As Well as this the consumer would be them too because they’re using it unless they gave the product to a friend, in that case the friend would be the consumer. Wilkinsons offer low price products which their target market which is generally students will purchase their goods in store as well as online. Wilkinsons will advertise to their target market by using social media as students will be used to using the internet and therefore confident. Students will demand a reasonable quality but not amazing as its only cheap. Wilkinsons are in the Demographic segment: this involves segmenting the market based on factors such as gender, age etc. Wilko’s main audience is students, so generally young adults are the main buyers at wilkinsons and therefore easy to access as they will be with technology so can contact with emails. Wilko meets the needs of the segment as they offer low priced reasonable quality goods , which is perfect for their target market. In the future if students get a better cash flow than they may not shop at wilkinsons anymore as they will have more disposable income so may go somewhere else which will mean wilkos target market will shrink. But as long as that does not happen then wilko are in a profitable situation.


The brand was first introduced on December 3, 1994 in Japan with the launch of the original PlayStation console. It now consists of four home consoles, as well as a media center, an online service, a line of controllers, two handhelds and a phone, as well as multiple magazines. The playstations rivalry with the xbox console has been unsuccessful as the microsoft console (xbox) has been proven to be better and the console of choice which is bad as they have a stronger competition so a bigger chance of losing out on customers. For playstation the customer and consumer is going to be the person who purchases the item unless the product is being given as a gift, which is not always the case as their products are high in the price range. Customers are willing to spend more for a high quality gaming experience. Customers will generally buy instore and online as they may not have time to go pick it up or they want it as quick as possible or they may want to try the product out before they purchase it. They will advertise online mainly as their main target market is teens / adult male.The customer wants the product to be a high quality console with decent features such as a lasting controller and console but as well as this they want good graphics. Playstation are in the Demographic segment: this involves segmenting the market based on factors such as gender, age etc. For playstation this is young males mostly which is good as they are easily accessed with online so can update them on the latest deals etc. Playstation meet the needs of this segment as they offer a higher quality gaming experience which is what the customers want. In the future the company will have to adapt with the technology and cater for the needs of customers, for example 3D games etc. This is a profitable segment as there are always more people looking for the new technology to get their hands on.

Business To Business - B To B'

Business to business is a type of commerce transaction that exists between businesses, such as those involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business to business refers to business that is conducted between companies, rather than between a company and individual consumers.


Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. They sell high quality digital devices for generally the younger generations.


Consortium is a business that supplies educational equipment like, books, pens, glue sticks, erasers etc. But they mainly in a business to business way , for example consortium and writhlington school, this is good as a business like a school will always be good for the consortium as they will always need more educational supplies.

There will be multiple people involved in purchasing from the consortium. This can include end users, purchasing officers, managing directors and specifiers.End users of the consortium would be teachers. They would be involved as they would want to make

sure they are being provided with the correct equipment that they need in order to teach their classes. Purchasing officers will be the people who actually arrange the purchase of the goods. They will want to make goods get delivered on time so that they will be ready and equipped to teach students in order to do their job correctly, without consortium they wouldn't be able to do this unless they got equipment from elsewhere.

DMU - The first dmu is the user , their influence is that they will need to use the product as part of their day to day activities for their job, this could be teaching. These will be interested in the benefits of the product, the consortium wish to have teachers and teaching assistants. For Apple the user that they wish to have is business staff that are seeking for high quality technology to use everyday at their job.

The next person involved in the DMU is the buyers or purchasing officers, they are the people who order and arrange the purchasing / delivery of the items, These are interested in quick easy transactions that run smoothly and to get deliveries on time with all products purchased in good quality. From consortium they want to ensure that orders arrive on time and especially in september due to the start of the academic year.On the other hand from apple they want they products to be set up and ready for installation or already have software installed, and want warranties on the product.

The next part of the DMU is the managing directors, these are the managers or owners of the business, these will be concerned with price and determine whether they can financially afford it, the cost against the benefit of the product is considered before purchase. These want headteachers and finance directors, they want supplies to be as cheap as possible. From apple they want to know if it is worth buying from the apple brand because other brands may be cheaper, as well as this they want to ensure that the staff can do the same on apple as what they could do on microsoft.

The final part of the DMU is the specifiers, these are the people that want technological information about the product such as component performance etc. As consortium is a catalogue based business they want detailed descriptions of goods in order to know what they are buying so they don't miss out. For apple they want to know what software runs on their devices but as well as this they want to know specifications like battery life, storage space RAM etc.

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