Kraft Heinz Assignment 2 (1).  Columbia Southern University BBA 3201

An Examination of Kraft Heinz and Market Segmentation
Armando Martinez
Columbia Southern University
June 19, 2017
Introduction
Market Segmentation is an important element of a company’s presence in the overall
market, as are the demographics which make up their business side. Market segmentation can be
defined as the process of dividing a market into distinct groups of buyers who might require
separate products. Market segmentation can be broken into 4 distinctive units to realize the
makeup of the company’s customers. The overall market segmentation can be divided into 4
groups, geographic, demographic, psychographic, and behavioral segmentation which need to be
explored with the information used to realize the companies market presence, as well as
customer base. Kraft Heinz is a global company which commands a substantial portion of the
overall world food condiment and food product market. An examination of their market
segmentation provides a glimpse into the company’s direction, market distribution of sales and
customers, marketing, and advertising efforts.
Geographic Segmentation for Kraft Hei