CH. 8 Segmenting and Targeting Markets

                                                Martha Stewart & Thailand Target Segment 

                             A great dinner in Bangkok

                                  http://www.themarthablog.com/2010/01/a-great-dinner-in-bangkok.html

Market Segments is defined as "a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs" according to the MKTG Text Book. This marketing procedure is an important step in the marketing process because it supplies the organization with specific information about the people, places, personalities, and the pay checks they use to purchase products and services, this is some of the Demographic Segmentation that companies use to connect with consumers. What are they purchasing? Where are they purchasing? Who's is making the purchase, and Why? Organizations can compile this information and cater to the public with specific marketing campaigns targeting their needs.

Segment "Families "

Segments are based on Geography, Age, Sex, Ethnicity, Culture, Religion and many others characteristics. Many characteristics are combined and considered in order to tailor a product or service to a specific group in a particular area of the world. Martha Stewart most recently began to distribute her magazine to countries like Thailand, "A Land of a thousand Smiles" . The magazine offers many articles on Gardening, Home Decorating,   Cooking, and Entertaining, that should include Martha Stewart's original creative innovations while adding Thailand's customs, food, and characteristics in order to produce a segment that will work and expand.

Warm Weather & Beaches year round

There are almost 70 million people in Thailand, Family is central to the Thai life.  Martha Stewart's products are directed to homes, family, and celebrating everyday life with the people that are important in their lives. The country has a northern mountainous region and a southern tropical beach coast line. Martha Stewart incorporates many American traditions and holiday traditions and foods with a combination of ingredients and foods typically served in Thailand. When marketing a product or service in a country like Thailand the Geographic Segment is important and critical in order to connect the products or service to the Temperature, Terrain, and  Climate. Thailand is accustom to have 85 degree weather year round, warm and cozy concepts can be over whelming and will stick out in a country that's hot and humid.

                                                       Buddhist Monks sitting in Prayer 


 The majority of the people in Thailand are spiritual Buddhist. The segment is one of the most important and sensitive segments a marketing manager will have to incorporate when marketing a product or service. For Martha Stewart her Christmas, Easter, and Religious magazine issues can offend or insult the people of Thailand or non Christian Catholic countries.

When marketing to a group with specific demographics, marketing managers are required to research extensively if they plan on expanding their brand and attracting new consumers in a domestic or global market.