Presentation Outline

1. Group 6Qn:-.Conduct Market segmentation and marketing target of Mweka college including academic staff and non academic staff and students.

2. Presentation Outline • Introduction • Business Idea • Market Segmentation • Target Market • Conclusion

3. Introduction • Market segmentation- Process of getting details of the needs of the specific targeted people and converting them in action by exploring the opportunities. • Target market- refers to the customers whose business aims at. Example an entrepreneur who sells women clothes, this means women are his/her target market.

4. Business idea • Opening a gym • Service that will be offered 1) Availability of exercising machines Factors to be considered;- a)Physiographic Segmenting a market basing on lifestyle, behaviors emotions, perception, beliefs and interest. Basing on the following ;- 1) Students Where by here we focus our target market to be boys due to the fact that the high number of student who appears in playground its boys and that shows that are the ones who participate much in workouts. 2) Academic staff (Teachers) We are not considering much in them because most of the time they spend in teaching and the classes ends at four o’clock evening which they have no more time in participating in workouts

5. Cont…. 3) Non academic staff; Also from them we are not expecting much because they usually finish their work at six o’clock evening and after that they have no enough time for preparing and getting to gym. b) Geographic; location that will attract more customers through segmentation and identifying the needs of the high specific target. Throughthe following:- 1)Students The main target will be them due to the fact that the gym will be located at school. Most students will get into the gym because of hostels are located inside and short distance from inside. 2)Academic staff (Teachers) ; High number of them will be unable to come due to the long distance from the college to the city because most of their houses are located their. And the cost of transportation that will be used and the time consuming getting to the destination.

6. 3) Non academic staff ; Will be receiving high number compare to academic staff because their houses are located near the college. c)Demographics;- Gender, age income and education level are common demographic variables. Example;. Some brands are targeted only to women, others only to men. Movies downloads tend to be targeted to the young. Basing on the following;- 1)Students; Where by the main target is them and the high percentage of men who mostly prefers in building muscles 2)Academic staff; We will be getting less number of them because of the age ratio characteristics by saying most old people do not prefer much in this unless if he/she is sick that most are being directed by the professional’s advice in doing them. 3)Non academic staff; High number of them compared with academic staff due the fact that they are mixed by saying there are Men , women and from which they are age mixed.

7. d) Buying behavior;- The characteristics that a customer have when buying something which differs from different group of people. Example age and gender 1) Students ; By Targeting them business management will be considering putting the right amount of money that a student may afford them due to the fact that most young aged people like to buy things at the low price. 2)Academic staff ; Due to decision from point one we will also be receiving some of them due to the low price and the fact that they receive their salaries actually their buying behaviour will differ from students but will be receiving low number of them because of the several factors like no time for participating as the class finishes at the four o’clock evening and the long distance from their home to the college.

8. Conlusion • The Mweka classic gym will have high availability of machines that are mostly used by men than women due to the low number of women who have interest on exercising and if not considered may lead to loss.