Q1.

The Decision to target the segment was right because

The company is using Full marketing coverage where it enables to serve all the target segments focuses
on projecting all the markets with variety of products.

As mentioned in the case above: 

 Contractors relation with government organizations 

 Individual house owners 

 Builders for the residential and commercial complexes.

From the case we can see that the company is using differentiated marketing strategy that basically
helps the company to provide variety of products under different market segments. for each and every
product different marketing appeal are developed such marketing strategy helps in achieving the high
volume of sales with higher profits with higher level of satisfaction.  

 Other things that justify the decision:

 Creates the Value: This will help the company to understand the dynamics of the smaller
players. which will ultimately lead to make the rightful decision regarding the distribution. Also,
the company will get better idea and will be able to identify when they get to know the
preferences and will project accordingly for their segment.   

 Creates the Direction: Without Segmentation the company will not able to work upon the
marketing approach. As observed the brands were divided among different set of customers. It
will definitely help in generating the marketing strategy.    

 Competitive Edge: As the segmentation goes on. the company will be able to fulfil the needs
and requirements of their target customers and attain the competitive edge over others.