Sample Essay

The tastes are no longer the main factor of creating desire of consumer and the value of product, therefore we have to understand the marketplace, analyze the whole environment and understand the consumer behavior. Vive La France is not just selling delicious dessert but to delivering memorable customer experience.

Market Segmentation

We want everyone to feel welcome and relaxed in a cozy atmosphere, serve with a wide and varied menu. It is our goal to have “something for everyone” everyday on our menu. The shopping center receives an average of 30 million visitors a year, or about 2.5 million monthly. In looking at our market analysis, we have defined the following groups as targeted segments (Dean, 2006, p 34).

Colleges and Universities Student:

Student from nearby university and college like The One Academy, Sunway University and Monash are most likely to come to Sunway Pyramid as a place to leisure, research and entertain. The near by surrounding colleges and universities like Inti College, Taylors College and Metropolitan College also make up a huge amount in the surrounding market. In addition, it is also a key location for students from high schools all over the area to be hanging around during school and public holidays.


The restaurant will have an intimate, romantic, sophisticated atmosphere that encourages people to bring dates and to have couples arrive. Vive La France’s wants to be a search place where people meet each other and develop a network. These young couples are generally very successful but balanced and only be spending as much on drinks, chocolate is also the best item for valentine present too (Allen, 2000, p 98).

Business and Working Adult:

They work hard all day and stay overnight. They need a competent establishment that helps impress clients and prospects. Afterward, they want to relax and use the money they making (or expensed by their company). They spend the most on drinks, food and tips. Vive La France provides comfortable atmosphere will be perfect for sophisticated business people, whether they live in and around Petaling Jaya or are here for work. The area has an estimation of over 20,000 people in nearby area, comprising those who work in Sunway Pyramid mall, and business center that located nearby to the mall.


Sunway is a city that attracts many vacationers during the summer months of May through September. With 25 percent visitor are tourists from Indonesia, Thailand and the Middle East will be a destination with its attractive atmosphere, traditional cuisine menu and great dining experience, enjoy the relaxing moment in the dessert house.

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