Topic 4 Selecting Target Groups

The next step is to select viable market segments –Target Groups– which can promote the organisation’s goals. The organisation will attempt to address their needs and expectations, in order to influence and induce them to support the organisation’s goals. An organisation may select more than one target groups, depending on the following:

  • The organisation’s strategy and set goals
  • The target groups’ characteristics, size, financial strength, but also attractiveness in relation to the organisation’s goals
  • The organisation’s available staff and resources
  • The organisation’s strengths and competitive advantages in relation to a) the target groups’ needs, b) the competition

Understandably, each target group requires a different marketing strategy – a “one size fits all” approach does not apply as you cannot sell all things to all people.

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