Based on this short information discuss Consumer Segmentation and Targeting. Here you need to show your understanding of your customer. Who is your customer? Why do they need our product? ( new product is Breakfast sets coffee+sandwich or cakes ) Extensive and accurate application of marketing segmentation and consumer behavior characteristics. (Remember to use proper segmentation terminology)

Appropriate selection & justification of chosen target market (in this project select just

one target market - normally there would be more than one). Target market is university students

Market Analysis: Consumption rates In 2018, the annual coffee consumption per person in Korea was 353 cups, nearly tripling the world's coffee consumption per person of 132 cups. This is the result of converting the coffee consumption of people over the age of 20 into coffee cups. The consumption of coffee beans was divided into the number of people aged 20 or older, and 10 grams of coffee beans were calculated as a cup of coffee. Coffee Consumption Per person 353 291 317 LL 226 131 132 2015 2016 2017 2018 Korea . Global Calculate 10g of beans into one glass, over 20 years of ageweekly coffee consumption by gender and age 10.23 (A cup) 9.31 9.56 9.04 9.66 9.82 6,72 Male Fomato 206 303 405 50s All By By Gender Age (According to Nielson Korea) The size of the Korea coffee industry was estimated at about 7 trillion won as of 2018. Based on the sales figures, the domestic coffee industry's market size has grown from 5.9 trillion won in 2016 to 6.8 trillion won in 2018, and is expected to reach 8.6 trillion won in 2023.Growth Prospects of Korea Coffee Industry 5.9 6.3 6.7 3.5 3.9 4.3 8.6 "Retail 2.4 24 2.4 Cafe 16 2 20 2018 3(Expected) 023 2 The number of coffee shops across the country increased more than 10% year-on-year every year from 2011 to 2016, and has continued to grow around 8% even after the growth slowed in 2017. That is, current barriers to entry situation is not good, actually. However, It can solved by price differentiation that is trend of recent.Number of coffee shops (10 thousands) Number of coffee shops (YOY. %) Fare of notice or decrease in re number of stores 6.6 15.0 18 OHNUAUG ....... P........0. 12 O....0..... 2.7 7.9 6 0 109 10 11 12 13 14 15 16 17 18 (According to Ministry of Public Administration and Security, Korea) In 2018, the number of coffee shop startups increased five-fold to 14,000 from 2009, when the number did not exceed 3,000. The number of closures has more than doubled from 4,000 in 2009, but the number of start-ups is higher than that of closures