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Ahbai Segmentation

In: Business and Management

Submitted By Klitemp
Words 2316
Pages 10
Abstract
This essay mainly focuses on the AHBAI website, promoting their Proud Lady hair care and beauty products and merchandise. Their main focus is on the large Black Community within the US, but they are also starting to go abroad as well. They provide job opportunities, scholarships and training within the desired industry and are a thriving association in representation of Black-owned manufacturing companies. Their segmentation variables reflect on how they selected their target market and also how they had decided to communicate to their product and service to their target audience.

Introduction
Marketing is much more involved than just the business of selling and advertising of products and services. Of course it is the main aspect of marketing, but it does branch out to many different areas of processing before a product or service are ready to be presented to the consumers. There has to be a need or want for a product or service before it is established and then it is to be designed in order to satisfy the audience. However, the total market consists of a large population therefore there must be further research to be carried out, as a means to select the potential market and this is where segmentation occurs. Once all the characteristics have been identified through segmentation, a target market is achieved where those consumers with similar needs in relation to the product or service, are grouped. The next step in this process is the communication medium of which the marketer would choose that would be effective in getting the message of the product or service, across to the target audience.

A growing communication medium includes the Internet where it is easily accessible to the market. This report identifies a company’s website and how effective it is reaching its target market. Beginning from the determination of their segmentation objectives

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