Week 5A - Target Markets

Armstrong Garden Center and Myrtle Creek Botanical Gardens are similar types of businesses who most likely pool from the same general demographics for their target market.  However, both businesses have a different niche market based on certain details, like their location and their business model.  One big difference is Armstrong Garden Center has multiple locations all around California, while Myrtle Creek has only one location.  This is a factor used in the demographics of each target market, since one would focus more on a narrow, local town market while the other has more of a general consumer base to target.  

Myrtle Creek is more of a historical destination with landmarks like the Fallbrook Barn, as well as a bird sanctuary, farm, and other attractions.  There is also a cafe that provides locally sourced food.  The target for this business would be mainly local families around the area and throughout Southern California, with an age range from the 20s to 40s.  These families would be in a higher income bracket since they would be able to afford paid tours, local food, and gift shops.  Since this destination is more of an experience than just a nursery that sells plants, their market might include families of tourists visiting the area too.  These local and tourist families would also enjoy spending their free time on outdoor activities, and would frequent parks and theme parks, museums, and so on. 


Armstrong Garden Center has a long history and many locations around California, which means it's a recognizable and trusted brand.  They grow their own products locally and source from the community, to provide the best quality plants.   They also provide gardening services that teach and assist in landscaping/garden set up.  Their focus is on the home gardener, so their target is less concerned with families as it is with the family member who enjoys tending to their yard.  Their products and services are also conscious of sustainable and organic trends, which reaches a specific target as well.  Armstrong's targeted consumer would be a younger to middle aged homeowner, most likely a woman but would include males and couples too.  She/he would have some dispensable income, be a supporter of local businesses and farmers, shop organic and of course would love to garden.  The consumer might have free time on their hands which is filled with growing fruits, vegetables, flowers, and other plants.  They would have a higher income, most likely middle class living, with a yard big enough for a garden.  Many homeowners have to take care of their yards due to regulations as well, so these people would be a strong target market for Armstrong.  

Both Armstrong and Myrtle focus on the importance of locally grown products, which attracts a similar interests within their target market.  Both are nature based businesses that rely on a higher income bracket market as well.  Both of their websites are clean, organized, and full of quality images too.  Myrtle has a more traditional and homely type of website, since they also promote their historical attractions and tours.  Their site details and showcases their attractions as well as gardens and animal sanctuaries with nice images and plenty of information, so that families or tourists who are looking for a fun weekend are able to preview the area.  Armstrong's website is geared toward specific products and services in the gardening world.  The site is set up for sales and provides plenty of high quality photos to back up their products and services.  The target market would be computer savvy as well, and the website is set up for those consumers who are online.  Myrtle seems to have a call to action to come and see what they have to offer, while Armstrong is more simply about sales and shopping online.