Market segmentation for Parkdale Meats is based on the specific market opportunity in Thailand. While low-income households are perfectly content with purchasing the meat options at local grocery stores and big box retailers, households with a greater level of disposable income are interested in expanding their options for home cooked meats. Furthermore, these customers entertain in their homes to a greater extent than low-income households and prefer to offer high-quality or rarer meat options at these events.
It is expected that customers from neighboring towns will be more likely to travel to Parkdale if they have higher levels of disposable income to allow for the time and gas expense of this travel.
high-income households will be targeted at first in neighboring towns.
Caterers, especially those serving high-end corporate and private events, and upscale restaurants seek high-quality specialty meats at wholesale prices. Parkdale Meats will sell in bulk to catering businesses and restaurants at a substantial discount from retail prices, while still allowing for margin. Caterers and restaurants will be required to order in advance to allow for specialty orders of meats and not deplete the products available at the retail location for immediate purchase.