While each idea fulfills a basic need for chicken based food in different ways, each idea or product may require different business set-ups and marketing efforts. 2. Second: Focus the marketing effort After identifying products or services that can satisfy the needs and wants of the market" the business should focus its marketing efforts as follows: Identify the market area and business location A market area can be segmented by certain geographic factors, such as region, states, cities, towns or districts.
The key factor to consider is the physical distance between the business location and the target market. In small and medium-sized businesses a suitable physical distance depends on the nature of the business and the relative importance of being physically close to the target market. Business that manufactures its product in one place and sells them at various locations will enjoy better market coverage compared with a business that depends on customers to frequent their premises.
Other factors that may influence the geographic consideration include access to the business premises, customer mobility, additional horne delivery services as well as the availability of public transport system in that area. Collect information and data of customers The business has to compile as much information and data as possible of ' the customers in the market area selected. Information can be based on personal details and attributes of the population in that area, their lifestyles and any psychological factors that may influence buying habits.