Establishing Your Target Customers Activity. Assume that you are managers for ACME Food Supply, a company which sells food and restaurant supplies in the Hanoi marketplace. Your customers are grouped into like segments. A segment is a group of customers which have common characteristics. Your customers are segmented or grouped into the following segments: Large Supermarkets (example: Big C) Large Restaurants (example: Dong Son Drum in Cau Giay) Small Grocery stores (example: family owned food stores and convince stores) Small Restaurants (example: local restaurants in near your home with fewer than 25 seats) Your company has some sales records provided to below. Your job is to work as a group and answer the questions below: Does the 80/20 Rule apply to ACME food supply? If so, which types of company segments are responsible for most of your business? What will you do about this? Will you target the best segments? Sell harder to the less performing segments? Why? Decide which of these companies are the correct targets for Sales and Marketing. Decide which prospects are the correct or best targets for ACME Food Distribution company.

ACME Food Company Sales Sheet

Customer Segments ACME FOOD COMPANY SALES

2006 2007 2008 2009

Large Supermarkets $20,000 $25,000 $20,000 $14,000

Small Grocery Stores $15,000 $23,000 $29,000 $34,000

Large Restaurants $5,000 $4,000 $4,500 $4,000

Small Restaurants $ 26,000 $34,000 $49,000 $63,000

Customer Segments Number of Potential Stores in Hanoi

2006 2007 2008 2009

Large Supermarkets 2 3 5 7

Small Grocery Stores 445 498 524 600

Large Restaurants 68 86 98 108

Small Restaurants 678 749 920 989