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Chapter no 4
Target MarketingOpportunity Analysis:Segmentation and Positioning
 
Customers
Needs and other Segmenting Dimensions
Company
Mission, Objectives,& Resources
Competitors
Current &Prospective
S.W.O.T.Targeting &SegmentationPositioning &Differentiation
Narrowing down
to focused strategy with quantitative and qualitative screening criteria
Marketing Strategy Planning ProcessExternal Market EnvironmentExternal Market Environment
Technology Political & Legal Social & Cultural Economic
 
•Start with a broad look at the market-paying specialattention to customer needs, the firm’s objectives andresources, and competitors.•The market may not be same, it comprises of groupsand sub-groups-segmentation•Adjusting marketing mix to meet the demands of eachgroups in unique way•Have screening criteria to decide which opportunitiesto pursue•Good strategy builds on strengths
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