Market segmentation
According to Morrison (Page170, 2002) “Market segmentation is the division of the overall market for a service into groups of people with common characteristics”
Ironique cafe is located in the centre of Mt.Eden road. It is in the heart of the business section of Mt. Eden. Ironique café provides breakfast, lunch and dinner from7am to the late and Its market segment mainly covers the whole area of Mt. Eden and mainly targets to serve the middle age group which is 25+ and upper middle class and upwards. From our observation, we gathered that the majority of the customers who visit the cafe are from Mt. Eden and its suburbs. Mt. Eden village consists of a close knit group of people. The coffee culture here is inbred and it is considered trendy and fashionable and is socially accepted to go down to a cafe and have a cup of coffee.
Internal Strength and Weakness
Strength
Theme/Ambiance
Ironique cafe has an old fashioned rustic theme. Copper basin......
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