Please make use of STP 'go-to-market' process to develop the target market - which is made up of six steps:

1)identify segmentation variables and segment the market

2)develop profiles of the segments

3)evaluate the attractiveness of each segment

4)select target segments

5)identify possible positioning concepts for each target segment

6)select, develop, and communicate the chosen positioning concept.

The five variables that can be used in the marketing segmentation process are

- geographic = region, size of town, density and climate

- demographic = age gender, family size and income

- psychographic = lifestyle, personality and social class

- benefits = specific genetics required by customers

- market-value-based = performance or social value of product

a) What is the target market for Jamie Olivers restaurant chain Jamies Italian in the United Kingdom using the above process?