Strategic Marketing Plan for Eeman Bakery: Driving Growth and Innovation in Ghana’s Bread Industry (2025–2028) 1. Segmenting the Ghanaian Market Market segmentation is a critical process in marketing, allowing businesses to identify the specific target groups in the large market. Eeman Bakery employs a broader segmentation strategy to provide appropriate products and marketing strategies by understanding the population’s needs in Ghana regarding the emerging bread market. It involves dividing the market into demographics, geographic, psychographic and behavioral characteristics (Kotler et al., 2016). One of the fundamental bases for segmentation is demographic, which considers variables such as age, income, sex, education…

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