TARGETING

USE MULTIPLE SEGMENTS

DEPENDS PRODUCT 

FIRMS PICK SEGMENT BEST MATCHES STRENGTHS / CAPABILITIES

NICHE FOCUSES ON PRATICULAR SEGMENT OF THE MARKET

MASS MARKET APPROACH AIMS PROVIDE PRODUCTS THAT MEET SOME OF THE NEED OF LARGE PROPORTION OF MARKET

TARGETS SPECIFIC SEGMENT 

FOCUS - BETTER UNDERSTAND & MEET SPECIFIC NEEDS OF SEGMENT

AFFORDABLE & FEASIBLE START UP

PERCIEVED LESS THREAT ESTABLISHED FIRMS IN MARKET

TOTAL NO. CUSTOMERS LOW - CHANGES DEMAND SIGNIFICANT

PRODUCT SUCCESS - ATTRACT LARGE FIRMS - SMALL STRUGGLE TO MATCH - LOSE SHARE

A MASS-MARKET APPROACH TARGETS MAJORITY MARKER

HIGH LEVELS PRODUCTION / CAPACITY MAKIN UNREALISTC START UP BUSINESS

HOWERVER NICE PRODUCTS MAY GROW & BECOME MASS

SMALL SALES VOLUME

HIGHLY DIFFERENTIATED PRODUCTS

PREMIUM PRICE

HIGH PROFIT POTENTIAL 

VULNERBALE MAKET CHANGES

TARGETED PROMOTION

HIGH SALES VOLUME

UNDIFFERENTIATED PRODUCTS

LOW PRICES

HIGH PROFIT POTENTIAL 

STRONG MARKET PROVISION

EXTENSIVE PROMOTION & WIDE AVALIABLITY