They also own the North Eastern Co-operative. Dignity has Just over 500 branches and conduct 75,000 funeral a year. Between these two companies, they are currently involved in over 25% of all funerals in the I-J. There are several other large groups with large numbers of funerals homes. Targeting customer needs by the Coop Funerals In evaluating different market segments, the Coop Funerals has considered three actors, segment size and growth, segment structural attractiveness, and company objectives and resources.
After evaluating different segments, the Coop Funerals has decided which and how many segments to target. Target markets consist of a set of buyers who share common needs or characteristics the company decides to serve. The Coop Funeral Care serves all population age groups, in assisting with Funeral arrangement for the deceased. On its website it state that it offers support to the decease's relatives when someone dies, in hospital, at nursing home, abroad, or unexpectedly.
In addition to these services the Cooperative Funeral Care also sales funeral cover for to I-J families. Because buyers have unique needs, wants and expectations, Coop Funeral care could potentially view each buyer as a separate target market. There many different factors in which relatives, insurance companies, or local authorities take into account when choosing a funeral home for the deceased. These factors may include quality, perception, reputation and financial. Funeral are personal and unique, it appears the Coop Funerals view each buyer s a separate target market.
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There are four different target market segments and we shall now examine the Coop Funicular's target market strategies in turn. Undifferentiated marketing Differentiated marketing The funeral market is differentiated by different factors which ultimately play a role in the type of funeral, burial or cremations to be chosen by the deceased through funeral policy, the decease's family, local authority or insurance firms. The key factors include religious beliefs, life style and can also be influenced by the economic actors for example the economic downturn.
The Coop Funerals offer different products for different market segments for example they sale funeral care insurance plans to specific group of customers, they also offer religious funerals to cater for certain religious groups , they can conduct funerals on behalf of other insurances companies individuals. They can also cater for individuals and can conduct funerals Funeral Care Industry By preconceiving segments, The Coop Funerals hope for higher sales and a stronger position within each market segment.
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