MARKETING PLAN Homework Task- 3 Your name …………………. College/ …………. Answer to Question- 1 Pizza Restaurant chooses Mass-Marketing strategy for its segmentation because it will be more relevant for a restaurant rather than differentiated or any other strategy…
Mass-marketing approach thus considers the market to be one homogenous market segment. When it comes to Pizza Restaurant, its goods, that are pizza-and other food items, may be with different quality, and services are almost similar in nature and therefore a mass-marketing strategy of segmentation will be more appropriate. The other two major strategies, namely differentiated (target marketing) and concentrated (niche or product differentiated marketing) (Sandhusen, 2008, 298) are not chosen for Pizza restaurant due to that they are more less likely to be appropriate for a service business like restaurant or hotel. Though consumers are segmented based on their preferences, they all visit the restaurant and they are served or food or other products are delivered to them when they are in restaurant, which is very different from all other industries. Answer to Question 2 The food products and dining services that Pizza Restaurant aims to provide to its customers, who are rich hippies from Riyadh, Saudi Arabia, will be able to provide excellent quality of taste and a mere satisfaction for their needs and will be branded as a very unique in the market. ...
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