1.0Target Market and Marketing Mix
1.1Overall Strategy and Objectives
Territory Two is relatively small, however Product Two is a perfect match for theaffluent and open-minded market. Company Three seeks to capture a significant marketshare in Territory Two for Product Two while maintaining a high return on sales. In orderto meet these objectives, Company Three has decided to spend a considerable amountof money on quality and features while employing a premium pricing strategy for ProductTwo. Company Three believes that a high level of ad spending coupled with aggressiveweb spending will draw the attention of customers and retailers. In order to complimentthe increased awareness, Company Three has a large sales staff in Territory Two toprovide a high quality of service. Company Three’s objectives for Product Two inTerritory Two are:
Consistently remain as one of the top three companies in total units sold withmarket share growth of approximately 0.50% per quarter.
To lead all companies in gross sales dollars per quarter, with over $200,000 intotal sales.
The population of Territory Two is only half the size of other territories. However,its customers’ higher income levels and openness to new products make them ideal