Assume You Are Manager of Outback Steakhouse, a Franchised Restaurant

question 37

Essay

Assume you are manager of Outback Steakhouse, a franchised restaurant that has opened at new location in St. Louis. Describe which segmentation base(s) and possible segmentation variable(s) you would use to segment its market, and explain why each supports the appropriate market segmentation strategy.

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Definitions:

Marketing Plan

An extensive plan or strategy document that details how a business will execute its marketing and advertising activities over a set timeframe.

End-User

The ultimate consumer of a product or service, who uses it for its intended purpose.

Forecasted Profit

An estimate or prediction of the financial gain or profit that a business expects to make in a future period.

Buying Decision

The process of making a choice among available alternatives that culminates in the purchase of a product or service.