Question 2

Vitality Vegan Restaurant Following on from the success of Vitality Vegan, their successful flagship restaurant in Copenhagen, Denmark, and given the popularity of all things Danish, and the increase in vegan lifestyle choices, Freja Nielson and Anders Morten, the two entrepreneurs behind the venture, are looking to pursue new opportunities further afield, including in downtown Dubai and New York, US. While still undecided on the final choice of their next location, the partners are agreed that the new restaurant will have 'the same DNA' as the Danish original. If true, this means that it will feature a highly regarded vegan menu, courtesy of a top international specialist vegan food chef, and welcome plenty of A-list celebrities to its tables. On offer will be a sophisticated dining experience that later translates into a sophisticated lounge experience with live music. Required: Assuming that financial resources require the entrepreneurs to focus on only one new location for Vitality Vegan this year, explain to the entrepreneurs the benefits of market segmentation and how they may take an evidence-based approach to choosing their next target market.