A target market, according to Kotler and Armstrong (2004), consists of a set of buyers who share common needs or characteristics that the company decides to serve. The decision of selecting target segments can be assessed by looking at market factors, competitive factors, and political, social, and environmental factors (Jobber, 1995). Since the location is Asiatown IT Park, Lahug Cebu City; our market targets are the call center agents and the people working in offices.
These are the customers that are most likely to buy coffee and milk tea products. Sprockets Cafe will cater to people who want to get their daily cup of great-tasting coffee in a relaxing atmosphere. Such customers vary in age, although our location closes to the call center companies means that most of our customers will be the call center agents and the office workers. We wanted Sprockets Cafe to become the ‘Third Place’, the place between home and work where people could gather, relax and interact with one another.
Nowadays a lot of teenagers especially the college students consider coffee shops to be a convenient studying or meeting location, where they can read or meet with their peers without the necessity to pay cover charges. College students are one of the target audiences of Sprockets Cafe also. Sprockets appeal to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image. This will provide a unique possibility for building a loyal consumer base.