Johnny Ch Lok

US And UK Enterprises Development Strategy Difference Johnny Ch Lok

The United Kingdom bars market is a mass marketing, it means a strategy that presumes these is one undifferentiated market and that the bars wine drinking service provision will appeal to all consumers in that similar bar market. Marketing matching strategy divides segmentation, it means act of dissecting the marketplace into submarkets ( segments) that require different marketing mixes, then targeting, it is the process of reviewing market segments and deciding which one(s) to pursue finally positioning, it needs to establish a differentiating image for a product or service in relation to its competition. segmentation variables may divide geographic, demographic, psychographic and behavioral variables. In general, marketers may use a single variable or two or more variables. Geographic segmentation is based on the location of the target market, people living in the same area have similar needs that differ from living in other areas, climate, population, taste and micromarketing. Demographic segmentation is based on factors, such as age, gender, marital status, income, occupation, education, ethnicity. Psychographic segmentation is based on lifestyle and personality characteristics. Behavioral segmentation is based on attitudes toward or reactions to a product/service and to its promotional appeals, usage rate, benefits sought from a product/ a service and loyalty to a brand or a store. There are three basic market targeting strategies, such as undifferentiated, differentiated and concentration. Undifferentiated strategy ignores differences between groups within a market and offers a single market mix to the entire market and it works when a product/service is new to the market and there is minimal or no competition. Differentiated strategy means targeting two or more segments with different marketing mixes for each, concentration strategy focuses on one sub-market. Most British towns would had many small bars, all looking fairly similar to each other, with relatively few point of differentiation. Thus, if the UK bars do not use to segment their markets. I believe these UK bars will face much competition between themselves. In general, the market for drinking in pubs was fairly homogenous, comprising mostly male, who went to the pub mainly to drink and only very rarely to eat. Now, UK pubs, clubs and bars continues to be a popular leisure activity in UK and pubs have benefits from a growth in eating out.