Question

discuss how hungry lion has gone about segmenting the consumer market in south africa. in addition what options does hungy lion have when it come to segmenting markets in Angola, Swaziland, Zambia, Lesotho and Botswana.

Answer 1

answer-

Hungry lion was the idea of Adrian Basson the CEO who see an opportunity in retail and restaurant sector in africa. He opened its first restaurant in South Africa in 1997. Segmentation of market is a process in which a company divide the market based on certain characteristics or criterias to target a group of customers. Company segment consumer market in south africe based on demographic and geographic factors. Under demographic factors we look at factors like age, gender, education,income level, society status, employment, family size etc. Hungry lion see that people in africa have less knowledge about retail business and there are poor employment so Opening a restaurant will create employment opportunity and increase purchasing power of customers. Both male and female single as well as family can come to its restaurant and eat its food.

Under geographic segmentation, Company focused on choosing location to open its restaurant. for this the business today proudly operates a network constituting over 200 stores across South Africa, Lesotho, Swaziland, Botswana, Namibia, Zambia and Angola, with over 4,000 Hungry Lion employees. Looking at the bigger picture, however, such statistics only touch the surface of what the brand is bringing to the region.

when it come to segmenting markets in Angola, Swaziland, Zambia, Lesotho and Botswana, company had opinions to provide food that is high quality at affordable price to people in such location. They also need employment which this company can offfer. This ethos is relatively new to the firm, becoming more of a core focus during the company’s major rebranding process that kickstarted in 2014.