Proyecto Business

Analysis of the target
market:
+ According to Kotler and Amstrong (2003), the target market is that market segment
that the company decides to capture, satisfy and/or serve, directing its marketing
program towards it, in order to obtain a certain utility or benefit.
+ As long as a company or organization does not clearly define it, it will not be able to
make consistent decisions regarding the products it will offer, the distribution channels
it will use, the promotional tools it will use and the price it will raise to the market,
which is decisive for an organization to make an "attractive offer" in the market.
+ Currently, companies or organizations recognize that they cannot attract all buyers in
the market, or at least that they cannot attract them all in the same way because they
are too numerous, dispersed and varied in terms of their shopping needs and habits. In
addition, they do not always have enough capacity to serve the different segments of
the market. So, instead of trying to compete in an entire market (which usually includes
many market segments) and, in some situations, against superior competitors, each
company must identify and select those target markets that it can serve best and with
greater benefit.
Market
segmentation
+ Segmenting a market consists of dividing it
into different groups of buyers, based on their
needs, characteristics or behaviors, and that
could require different products or marketing
mixes. The difference may be due to your
desires, resources, location, attitudes or
shopping practices. Through segmentation,
companies divide large and heterogeneous
markets into smaller segments that can be
reached more effectively with products and
services adapted to their particular needs.
Bases of segmentation:
+ There is no single way to segment a market, different segmentation variables must be tested, alone and mixed, until
you find the best way to see the structure of the market.
+ Among the main variables are:

+ Geographical segmentation: consists of dividing the market into different geographical units such as nations, states,
regions, municipalities, cities, etc.
+ Demographic segmentation: it fragments the market into groups based on demographic variables such as age, sex,
family size, family life cycle, income, occupation, education, religion, race and nationality.
+ Psychographic segmentation: divide buyers into different groups based on their social class, lifestyle or personality.
+ Behavioral segmentation: divide buyers into groups based on their knowledge, attitudes, uses or responses to a
product. This includes the occasion of purchase, the benefits sought, the user's situation, the frequency of use and
the degree of loyalty.
In the case of Los + Geographical: Country: United States Province: Florida
+ Location: Miami
Senas, the following + Demographic: Sex: indistinct.

segmentation + Age: mainly young marriages, with children. Also,
tourists of all ages. Nationality: indistinct.
approaches were + Occupation: Indistinct
used: + Psychographic: Social class: A, B, C1 and C2

+ Lifestyle: healthy, active, family sharing. Personality:
innovative, not lonely, but likes to share, outgoing.
+ Behavioral: Shopping opportunity: food, leisure, walk.

+ Expected benefits: Food, flavor, company, relaxation.
ESTIMATION OF SALES
3000000
2500000
2000000
1500000
1000000
500000
0
Dishes Tickets Desserts Drinks Wines Coffe Total
Daily demand Monthly demand Annual demand Average price Total sales
Customers
+ Customers can be current or potential. The

first are those loyal, who make purchases
regularly, the second are those who, being
able to buy from the company regularly, do
not do so. This means that they buy from
the competition.
+ • Conditions of the demand
+ Market size: it is made up of all customers willing to buy
the product (current + potential customers), it will depend
on the possibilities of coverage that the company can
reach.
+ Market growth: In general, the gastronomic sector is
growing due to the increase in consumption, with peaks in
the summer season due to climatic conditions; and also, on
long weekends that encourage tourism.
Current customers + Demand elasticity: It is estimated that demand is elastic,

since the inflation that the country is going through
produces an increase in prices, this decreases people's
purchasing power, which is directly reflected in
consumption, affecting it in a negative way. However, the
salary-price spiral reduces the impact of that economic
instability. Purchasing capacity: it is an extension of
purchasing power that is measured by the availability of
credits and other financial instruments that allow to
increase purchasing capacity beyond purchasing power.
+ Current customers Current customer/potential customer
relationship is the relationship between the portfolio of own
customers and potential customers. Since the market is very
large, and there is a high number of competitors, the
denominator in the relationship will be very high, so the
business will have a lower market share. The important
thing for Los Senas is to build customer loyalty and move
forward little by little, monopolizing a greater portion of the
market.
+ Demand for services: Customers are increasingly demanding

an expanded product. Luckily, Los Senas is a business that
gives great importance to the added value of the main
product, such as customer service, decoration and
atmosphere, the place, etc.
+ Condition of the customer value is the sum of the perceived

value plus the received value. The customer will compare
prices, quality, times, etc., and the company must adapt to
the changes in the demand for those conditions. This
situation will increase costs.
Potential customers
+ Size of potential customers: We consider as potential
customers those who buy from the competition, or who
do not buy the product but will be able to do so. The
gastronomic sector, as we have been saying, is very
extensive and with a great variety of offers.
+ Company - current customers: Los Senas will be
a restaurant with a single point of sale (to
begin with), it will not require the services of
intermediaries since it will offer its product and
service directly to the customer.
Company - customers - competition
+ Competitive rivalry: The current competitors,

where the company under analysis is also
located, are the set of all the companies that
compete in a sector with similar products,
serving the same market or satisfying the same
need. In Miami, in the gastronomic sector there
is a great competitive rivalry, since the supply is
very wide, and the demand is too; a situation
that is very favorable for the business.
+ High number of competitors, each with a small
relative market share.
Some aspects to + Changing conditions of supply and demand: since

the demand of the sector is stable to increasing, this
determine the reduces the competitive rivalry and makes the

sector more attractive. The important thing is to be
attentive to the changes in the needs and tastes of
degree of rivalry consumers, in order to be able to satisfy them
properly.
are: + Industry growth: the gastronomic sector is a sector

that grows due to the increase in consumption. On
the other hand, Los Senas is also oriented to
Tourism, an activity that also has growth rates.

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Analysis of the target

+ Among the main variables are:

Senas, the following + Demographic: Sex: indistinct.

used: + Psychographic: Social class: A, B, C1 and C2

+ Behavioral: Shopping opportunity: food, leisure, walk.

+ Customers can be current or potential. The

Current customers + Demand elasticity: It is estimated that demand is elastic,

+ Demand for services: Customers are increasingly demanding

+ Condition of the customer value is the sum of the perceived

+ Competitive rivalry: The current competitors,

Some aspects to + Changing conditions of supply and demand: since

determine the reduces the competitive rivalry and makes the

are: + Industry growth: the gastronomic sector is a sector

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