People With Learning Disability In Indonesia As The Target Market A Case Study of Peach Market

Abstract

This report discusses a case study: learning disability people in Indonesia as the target market of Peach Market. Peach Market is a non-profit organization that makes books and content with simpler sentences and words. PeachMarket makes content for people with learning difficulties to help them easily understand. The report consists of market segmenting and market targeting of people with learning disability in Indonesia for Peach Market Company. Market segmenting is a process of dividing the potential customers into some groups to make it easier for the company to choose the target market. Market segmentation includes 4 factors; demography, geography, pyschography, and behavioral. Demography segmentation consists of age, gender, income, occupation, marital status, family size, race, religion, and nationality of the potential customers. Geography segmentation considers variables such as climate, natural resources, and population density of the potential customers. Psychography segmentation consists of personality traits, values, motives, interest and lifestyle of the potential customers. Behavioral segmentation considers the buying behaviours, in terms of shopping frequency and volume of purchase. After segmenting the potential customers, the next thing to do is targeting. Market targeting is choosing a group of potential customers whom the company wants to sell products and services, and direct its marketing effort.