Geographical segment: the company provides different price ranges products to target the customers of different income level. It has regular priced products for the people of middle income level and also offers premium branded products for the higher class who only want the quality and the brand name and do not hesitate for price. For social class, all demographic social categories of customers are targeted by the company. It generally offers branded clothes, so, the customers are generally educated and earning people. The customers segment of this company includes working people like employees and small business people.
Psychographic segment: the lifestyle of the target customers are generally western culture and people follow the new fashion trend to choose dresses for both casual and formals. Their interest is to get quality and also brand name in standard price.
Behavioural segment: Most of the customers are frequent buyers of casual dresses. They follow the new and popular trend. The target customers generally shop from high streets garment shops which offers variety products of different brands. They do not generally buy from the company showroom of a particular brand. As these customers are frequent buyers so they do not purchase at one time shopping.
The company can diversify into a neighbour market i.e. Melbourne which is second popular city in Australia. To find out the external factors e.g. opportunities and threats related to this market, the external factors need to be analysed. The external environment of a new market includes political or legal, economic, social or cultural and technological environment.
Political: The political environment of this city is influential for a retail business like clothing. Some political issues or the legal restrictions are there to use the natural resources like water that is not related to this business.
Economic: the city has highly diversified economy. This city has