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5. Defining a target
Defining the target market is a crucial stage in any entrepreneurial project. In fact, it will totally condition the choice of marketing mix: you don't communicate in the same way to senior citizens as to teenagers, you don't adopt the same pricing policy when targeting high incomes or the population as a whole...
To illustrate this question of targeting, let's consider the Snack my Food Truck project.
5.1 Snack my Food Truck case
Fast food has become the number one choice of the French when it comes to eating out, particularly at lunchtime. Following its incredible success in the United States, the food truck is now making its appearance in France. Snack my Food Truck wants to take advantage of this new trend to offer an alternative...
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