Assessment of market segmentation, targeting and positioning practices: The case on Heineken Brewery Ethiopia

Abstract

The overall objective of the study was to assess the market segmentation, targeting and positioning practice of Heineken Brewery Share Company. The research problem was designed to address the prevailing knowledge gap by assessing the current market segmentation, positioning and targeting practice of Heineken breweries S.C. The research is a descriptive study using census sampling technique method. The researcher used descriptive statistics for the data analysis using mean, standard deviation, mode, range and percentage. The study concludes that Heineken Breweries S.C segments it’s market by considering the market accessibility, consumer attitude, competitive intensity, market actionability, market and consumer behavior such as loyalty, attitude and also consider demographic factors such as age, income in order to segment its market. From the study finding the researcher has recommended the company to involve in key employee recruitment process of the distributor and should jointly developed by the distributor performance. The company needs to splits its products based on rural and urban region while considering segmenting its market. And the company also needs to create awareness through brochures & booklets of its products in order to position in consumer mind