1. Based on the segmentation variables, how is Beano’s Café now segmenting and targeting the coffee market? [20%]
The Egyptian market was locally driven toward oriental café, Turkish coffee and shisha and Egyptian might not be keen on coffee made from unfamiliar and new ingredients. Thus, when they want to enter the market, they have to segment the market in order giving out suitable strategy to introduce the Egyptian consumer to a new café experience.
A market segment consists of a group of customers who share a similar set of needs and wants. Segmentation variables consist of geographic, demographic, psychographic and behavioral considerations. Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities or neighborhoods. Beano’s café initially geographic segmented the market in the own country of the creator of the Beano’s Café group in Egypt. As Beano’s Café is one of the most successful and popular café chains in Egypt and it segmented the states throughout the country and has branches in Cairo, Alexandria and Giza and many. Eventually, when their target segment in Egypt is stable, they even have a branch in French, Paris. Moreover, the cultures in Europe like Paris, London, Italy and more. They are many café around the street and the country. Perhaps Beano’s café will have slightly different menu in Paris compare to Egypt like it might more focus on baguette products in Paris as they have to apply grassroots marketing which means activities concentrate on getting as close and personally relevant to individual customers as possible.
Demographic segmentation divides the market on variables such as age and life cycle, life stage, gender, income, generation, social class, race and religion. In the beginning, demographic segmentation in Beano’s café focus on appealing to the whole Egyptian market,