A company can’t serve all customer in large market such as computer or softdrink market as it

has many customer and variety of demand from customer. So a company must to identify market
segment that can serve their customer effectively. Instead of take wide marketing, they better
focus their attention on the buyers most likely to satisfy them (focussed attention).

There are 3 step need to do on target marketing is

1. Identify the group of buyer (market segmentation)

2. Choose one or more of market segment (market targeting)
3. Create and communicate advantage our product compared another product in market
(market position)

First of all, I want to provide segmentation definition from many reference.

Basically, segmentation is process of grouping market (heterogenous) into group that have
similarity consumption or paradigm to spend their money. So from previous definition, we can
conclude market segmentation is process of grouping consument into homogenous group.
Segmentation market consist of big group which can be identified in market with

Market segmentation is a way to increase accuracy of company marketing. Early point of

marketing is mass marketing, where it have advantage like create potentially big market and
produce minimum cost and high margin. The weakness of mass marketing is hard to be
implemented and produced a fragment marketing.

(advantage) Marketing segment propose conformable service and product and offer reasonable
price to specific group. Choosing distribution channel and communication will be easy