Running head: MARKETING

Marketing
MARKETING 2

Contents
Introduction.................................................................................................................................................3
Market Segmentation..................................................................................................................................3
Potential Market Segments.........................................................................................................................3
Geographic Segment...............................................................................................................................3
Demographic Segment............................................................................................................................3
Behavioral................................................................................................................................................4
Psychographic Segmentation..................................................................................................................4
Competitive Analysis...................................................................................................................................4
Resource Objectives and Value of company................................................................................................4
Resources and Values..............................................................................................................................4
Objectives................................................................................................................................................4
Effective Segment Criteria...........................................................................................................................5
Conclusion and Recommendation...............................................................................................................5
References...................................................................................................................................................6
MARKETING 3

Introduction
The market segmentation was one of the best tool to analyze the demand and taste of the
consumers in a very effective manner. This tool helps the company to analyze the market and
before entering into any new market this tool becomes very effective. Marketing of any product
requires the targeted consumes to whom it should target. The company must ensure the market
they are targeting must but their product and will give a positive response. Mothercare is one of
the leading companies that are based in UK that deals with the baby products. The company has
planned for expansion of its business in Dubai. The country has a wide range of buyers of this
product and will help the company to increase their scope of business in international market. In
this report the detailed analysis will be done of the potential market that supports the
organization to overcome the challenges of shrinkage of the targeted market.

Market Segmentation
It is a requirement for the company that the company must identify the new market. The
company can use the tools such as behavioristic, psychographics, demographics and geographic
instruments. The geographic location can be used by the company to target the geographic
location, income, age with the take and preference that can target it in a more effective and
efficient manner. The company to know the residence of customers, age, and income can take the
help of geographical segmentation. The demographics of characteristics that are used to analyzed
and segmented market they need to target such as age, gender, marital status and income level
(Guido, Pichierri, Pino, & Conoci, 2018).

Potential Market Segments

Mother care market in the recent times has decreased and they are required to target the
new market that has the potential growth. The market like Dubai is very much familiar to the
product of the company and therefore it is required that the company must target the Dubai
market. The Dubai is called the hub of shopping malls and therefore the market of Dubai is best
suited market for the company (Lancaster & Massingham, 2017).

Geographic Segment
The geographic market of the Dubai is best in relation to the geographic segment. The
Dubai has various malls and the company can establish their stores in these malls such as Dubai
Outlet Mall, Ibn Battuta Mall and Dubai Mall. These are the top most malls of Dubai where the
most of the crowds visits this mall (Sudbury-Riley, 2016).
MARKETING 4

Demographic Segment
 Age and Lifecycle stage: babies, young kids are the primary groups of users of the baby
products. The per capita income of the people of the Dubai is relatively high. The age of
the people of Dubai is less than the 45 years of old.
 Gender: the gender is an important aspect for the company. The moist of the mothers and
girls who buy these products. Therefore the targeted customers of the company are
mother.
 Demographic environment: the literacy rate and the per capita income of the people is
rising will influence the purchase of the products that is related to baby care (Lancaster &
Massingham, 2017).

Behavioral
The consumers of Dubai are very high standards and they do not compromise with the
quality for the price. The company can take the advantage for the market because the price
of the products is comparatively high but the company maintains its quality. Therefore the
market of Dubai is perfect of the Mothercare and its products.

Psychographic Segmentation
The variable affecting the targeted audiences psychographics as well as behavior are
lifestyle, personality and attitude of the individuals. The working mothers and young
generation are the main themes for the communication with the targeted market. The
company will be the young generation and that will be an easy platform for the company
(Ting, Koh, & Sahdan, 2018).

Competitive Analysis
The competition of the Mothercare is high in the market and the major competitor of the
company is Johnson and Johnson. Kiddicare baby is specialist in Argos, Mamas, specialist
and Baby souk. The volume of the product is much higher than the product of Mothercare.
So the company is required to increase their production to compete with Johnson and
Johnson (Ratcliffe, 2018).

Resource Objectives and Value of company

Resources and Values
The company in the retail sector has the experience of more than 50 years. The company
has made its goodwill on the basis of its quality and demand of the product. It has a wide
market base in UK and it has been named as most trusted brand for the Baby care products
(Vadhani, 2016). They provide high quality products at reasonable prices that made provide
an opportunity for the company to expand their business in other market to spread the range
of consumers in an effective manner.
MARKETING 5

Objectives
The main objective of Mother Care is explained in below points:

 Increase the market share of company in international market

 Enhanced the number of online sales.
 Deliver quality products at reasonable prices

Effective Segment Criteria

It is required to analyze the different segments that are:-

Measurable: Mothercare to know the sales volume or value, can segment the market
properly through this way. The company will get to know the accurate number and company
can make the strategies properly.

Substantial: The Mothercare is required to maintain a budget and must focus on the removal
of unnecessary cost. A viable market is considered as the homogeneous group that has been
characterized into the age group, socio economic background and also the brand perception,.

Accessible- The market must be such that can be easily been accessed by the company.

Differentiable: the consumers in the similar segment have the similar characteristic as well
as preferred.

Actionable: The chosen market segment should been actionable. The actionable will help the
company to choose the market and take relevant action (Outram, 2016).

Conclusion and Recommendation

It can be analyzed from the report that the market segmentation importance for the
organization. It can be said that the market segmentation helps the organization to capture the
market in a more effective way. Mothercare is facing various challenges in UK and the
market is decreasing due to various factors. Therefore the company is required to enter into a
new market. Dubai is one of the large markets where the company can sell its products.
MARKETING 6

References
Guido, G., Pichierri, M., Pino, G., & Conoci, R. (2018). The Segmentation of Elderly
Consumers: A Literature Review. Journal of Customer Behaviour, 17(4), 257-278.

Lancaster, G., & Massingham, L. (2017). Markets and customers: market boundaries; target
marketing. In Essentials of Marketing Management (pp. 70-101). Routledge.

Outram, C. (2016). Hybrid Players—Waking up to the New Digital Reality!. In Digital

Stractics (pp. 49-65). Palgrave Macmillan, London.

Ratcliffe, A. (2018). An Exploration of the Gaps Between Theory and Practice in Fashion Retail
Segmentation: A Developmental Paper.

Sudbury-Riley, L. (2016). The baby boomer market maven in the United Kingdom: an
experienced diffuser of marketplace information. Journal of Marketing
Management, 32(7-8), 716-749.

Ting, H., Lim, T. Y., de Run, E. C., Koh, H., & Sahdan, M. (2018). Are we Baby Boomers, Gen
X and Gen Y? A qualitative inquiry into generation cohorts in Malaysia. Kasetsart
Journal of Social Sciences, 39(1), 109-115.

Vadhani, R. H. (2016). Business Scenario in Baby Care Products in India-Positioning &

Marketing Strategies. Sansmaran Research Journal, 6(1), 8-14.