| dc.description.abstract | This report discusses a case study: learning disability people in Indonesia as the target market
of Peach Market. Peach Market is a non-profit organization that makes books and content
with simpler sentences and words. PeachMarket makes content for people with learning
difficulties to help them easily understand. The report consists of market segmenting and
market targeting of people with learning disability in Indonesia for Peach Market Company.
Market segmenting is a process of dividing the potential customers into some groups to make
it easier for the company to choose the target market. Market segmentation includes 4 factors;
demography, geography, pyschography, and behavioral. Demography segmentation consists
of age, gender, income, occupation, marital status, family size, race, religion, and nationality
of the potential customers. Geography segmentation considers variables such as climate,
natural resources, and population density of the potential customers. Psychography
segmentation consists of personality traits, values, motives, interest and lifestyle of the
potential customers. Behavioral segmentation considers the buying behaviours, in terms of
shopping frequency and volume of purchase. After segmenting the potential customers, the
next thing to do is targeting. Market targeting is choosing a group of potential customers
whom the company wants to sell products and services, and direct its marketing effort. | en_US |
