Week 5B - Defining Target Market

My potential business for this project is "Greek to Me - Treats to Go." The business would sell home baked traditional Greek pastries, that would be shipped to one's home.

Traditional Greek pastries, as many ethnic foods, provide a link to culture, religion, geography, and history. As a Greek American, I see the appeal to our current generation to keep baking customs alive, however, time constraints and lifestyle changes can hinder baking projects that often require several hours. Additionally, with shifts in American culture that embrace and celebrate other cultures, the market for international and ethnic foods is strong.

My target market would be  consumers (most likely women with families) between the ages of 35 to 50. They would likely have children that they are wanting to pass on a sense of tradition to. They would probably be college educated and professional, and have less time, but more money for luxury items. The market would also include those choosing menus for weddings, baptisms, and other traditional Greek events. My geographic market would be nationwide.

Also, most Greek Orthodox Churches in America rely on an annual Greek festival each year to enhance community cohesiveness and financial stability. The past 10 to 20 years has seen a significant decline in the "baking generation" with a smaller pool of bakers to replace it at the parish level. Many Churches have resorted to ordering large quantities of traditional pastries from outside the community to supply their festivals. This change has created another major customer in the market.