1. Choose a global company. Select the most important variable that should be included in the company’s customer profile (i.e.: demographics, psychographics, behavior, benefit, and ethnic).
The company I have chosen is Chipotle. The specific variable I have chosen from Chipotle is psychographics. Psychographics is the study of values, personality, opinions, attitudes, etc. One important aspect of Chipotle is sourcing their produce and meat from reputable sources. Chipotle calls this Food with Integrity (Food with Integrity, 2014).
2. Provide a rationale for why you chose that specific variable.
I chose this specific rationale because it is a huge aspect of the company. Chipotle wants to provide food that is more than delicious. They want to provide food that is also good for you, and that starts with how the animals are treated and how the vegetables are grown. Chipotle wants their customers to know that the food they are eating is not pink slime, not questionable. And when Chipotle is not able to source their food from their preferred sources, they let their customers know through signs in the store.
3. Describe the target market for the company, and why that is a viable marketing segment.
The target market for Chipotle would be Millennials. This target demands products that are grown and raised ethically. Millennials do not want their food from corporate farms where the animals are mistreated or where the animals are treated with hormones and antibiotics. This marketing segment is a viable segment because Millennials are older enough pay for what they want, but still span younger people who are still in school with parents who are willing to give their children food they want. Chipotle has tapped into a demographic that loves food, wants better food that is ethically produced, and allows them to customize their meal.
Food with Integrity. (2014). In Chipotle. Retrieved October 28, 2014, from http://www.chipotle.com/en-US/fwi/fwi.aspx
Discussion board4-1. Visa Interactive Exercise. Please respond to the fallowing:
1. Choose a global company. Select the most important variable that should be include in the company's customer profile(i.e.: demographics, psychographics,behavior,benefit, and etnic).
Zappos, a successful online shoes retailer founded in 1999by Nick swinmum. The company was launch in the name of "Shoesite" and then changed the name to Zappos ( variable of "Zapatoes" the Spanish word for shoes.). Zappos always try to "WOW" it customers by focusing on services and customers feedbacks. It see that their marketing or advertising strategy is the word to mouth (person-to- person) that can work efficiently and faster than Internet even the company sells online. Zappos has target the market by focusing on customers profiling