TARGETING

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TARGETING

USE MULTIPLE SEGMENTS

DEPENDS PRODUCT 

FIRMS PICK SEGMENT BEST MATCHES STRENGTHS / CAPABILITIES

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NICHE VS MASS

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

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NICHE VS MASS

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

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MASS MARKETING

A MASS-MARKET APPROACH TARGETS MAJORITY MARKER

HIGH LEVELS PRODUCTION / CAPACITY MAKIN UNREALISTC START UP BUSINESS

HOWERVER NICE PRODUCTS MAY GROW & BECOME MASS

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NICHE MARKETING

SMALL SALES VOLUME

HIGHLY DIFFERENTIATED PRODUCTS

PREMIUM PRICE

HIGH PROFIT POTENTIAL 

VULNERBALE MAKET CHANGES

TARGETED PROMOTION

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MASS MARKETING

HIGH SALES VOLUME

UNDIFFERENTIATED PRODUCTS

LOW PRICES

HIGH PROFIT POTENTIAL 

STRONG MARKET PROVISION

EXTENSIVE PROMOTION & WIDE AVALIABLITY 

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