Johnson & Wales University Retail Shop Business Management Discussion

Identify a business near your home, of which you are a frequent customer. It can be a café, store, gym, museum, or any other place that you know well, and where you spend money at least several times per year. Alternatively, it can be a place where you work.

For your assignment, please answer the questions below, in order. You will need about 300 words to provide sufficient detail.

1. The Business: Name the business and briefly describe it (one paragraph). What products or services does it sell, and where is it located?
2. Market Segments: Think about yourself and other customers who shop or dine or visit this establishment. Who do you think two of this company’s main target market segments are? Describe each one of these market segments as well as you can, using the segmentation variables from Chapter 8: Geographic, Demographic, Psychographic, and/or Behavioral. (Hint: Since it’s a local business, your segments are probably defined by geography and other variables – for example, wealthy people over 55 who live within a 10-mile driving distance).
3. Position: Describe the position of the business/company, for each of the two market segments you described. How is this company/business defined by the customers based on important attributes? How do the customers think of this business or company, relative to competitors?