Market Targeting

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Target Marketing > Forum > Market Targeting

🔥NEW Market Targeting
Shubhi Kotiya, Management Consultant, Germany, Premium Member
Once a firm has identified its market-segment opportunities (Market Segmentation), it can proceed with Market Targeting. In the market targeting process, companies first perform a market segments evaluation typically based on 2 main factors:
  • The segments' overall attractiveness.
  • The segments' specific attractiveness for this company. This depends on the company's objectives, resources and capabilities. Some attractive segments could be dismissed because they do not fit to the company's long-term objectives; other segments might be dismissed if the company lacks a competency needed to offer superior value, still others could be dismissed simply because there are better alternatives available and/or the financial resources of the company are limited.
Following the evaluation of the various available segments, the company can then proceed with target market selection, while considering 5 patterns of target market selection:

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