The primary target market for Cheesecake factory is the young generation. These are people with a disposable income who are willing to spend their income on fast foods. In addition, the youth forms the largest market segment. As a result, the company’s main products such as Pizza, Salads and Lunch specials try to ensure that they meet the interests of this market segment (DiJulius 87). This aspect has played a significant role in assuring the company its continuity because segmenting this target market and making it loyal to company’s products ensure that the future of the business is secured.
The secondary market for Cheesecake Factory is the working generation. Currently, more women are joining the corporate world. As a result, they do not have time to cook for their families. In addition, many of the working population rely on fast foods for their lunch (Bopp 63). Therefore, the company has diversified its products in order to reach this market. This has played a significant role in increasing its overall sales. The core product of this company is Pizza. Over the years, the company has increased its focus on ensuring that its pizzas meet the expectation of the target market.
This is because with the increasing levels of globalization resulting from liberalization of markets, efficient flow of information and integration of economies, the level of competition has increased tremendously. As a result, companies such as McDonalds have diversified their products and increased the production of pizzas in order to increase their overall sales (Bopp 56). Therefore, the company has pinpointed this product as its core product especially due to its demand by the largest market segment, i.e.
the young generation. The supporting and facilitating products include deserts, small plates, snacks and appetizers, salads, and sandwiches (Bopp 34). These have been developed to increase the variety of the products that the company is producing. This is with the aim of reducing the risks and uncertainties associated with concentrating on a single product. Furthermore, they aim at customers who have varying interests in these meals. This has been significant in attracting more customers towards the core products. The augmented product is lunch specials. The value of this product has been increased by the use of various ingredients.
This has played a significant role in enabling the company to expand its market base. However, the firm has been able to manage all these products effectively in order to avoid any overlap. This can make it lose focus on the interests of the target market. The company has positioned itself in the market based on value proposition. Over the years, the firms have ensured that the products being offered to the market are of high quality.
In addition, it ensures that it satisfies the interests of the target market through incorporating them in decision making process (Miller 67). This has played a significant role in improving customer loyalty and relationship. Moreover, it has used its core products in order to position itself strategically in the market. This has been achieved through intensive advertising and its retention program. Works Cited Bopp, Becky. The Everything Restaurant Recipes Cookbook. Avon: Adams Media, 2011. Print. DiJulius, John R. Whats the Secret? : To Providing a World-Class Customer Experience. Hoboken: Wiley, 2008. Print. Miller, Katherine. Organizational Communication: Approaches and Processes.
Stamford: Cengage Learning, 2012. Print.