The marketing segment Appiah Menkah Company belong is the sellective specialisation. The company makes liquid, fragrant and bar soaps for sale, this gives them a wide area of markets as restaurants, individuals and hotel people patronise their product.
Athough they produce liquid and fragrant soaps , their major market is the bar soap which can also be described as a single segment concentrated, that makes a lot of sale. The bar soaps they produce sells a lot as their price is comparatively moderate and most of the restaurant that is referred locally as 'chop bars' purchase to wash utensils and also family people also patronise to wash children clothes and wears. This is the reason why they even use cars with public address system during sales in communities.
Demand of soaps according to Benyas researchers in Ghana,
Restaurant-15%
House use-75%
Hotels-10%
Based on the benyas research work which also is an affiliate of one of the soaps manufacturing industries in Ghana, proves that the demand of soaps in the households is very high that is why Appiah Menkah Company rely mostly on community to community sales
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There is an error as regards the answer you provided. You were asked to talk about which market targeting strategy your company in question is using and not which segment the company belongs to.
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