Identification of the market
After segmentation, the company needs to evaluate the various segments and decide how many and which will focus.
In assessing different market segments, the company must assess three factors: size and growth of the segment, attractiveness and structural features and objectives of the company.
The company must first collect and analyze data on current sales, growth rates and expected profitability of various segments. After selecting the most attractive to her.
The segments largest and fastest growing are not always the most attractive. For smaller companies may lack the resources and skills needed to meet them or they are very competitive. Such companies can select segments smaller and less attractive but has a potentially more lucrative for them.
Categories: Segmentation and Positioning Tags: identifying , targeting
Segmentation, identification and market positioning for competitive advantage
Companies today know they can not sell to all buyers in the market - or the same for everyone. Consumers are very numerous, widely dispersed and many varied in their shopping needs.
Instead of trying to compete in any market, facing competitors who may be higher, companies must identify segments that can serve better and more profitably.
Most companies have skipped the party and mass marketing to segmentation and identification of the market, selecting one or more of them and developing marketing programs on measure for each of the selected segments. Instead of spraying your marketing efforts companies are turning to buyers who have great interest in the values they create best.
Categories: Segmentation and Positioning Tags: identity , marketing , positioning , segmentation