Market Strategy

To segment markets effectively, you will need a thoughtful process of evaluating and combining the most relevant criteria that align with the unique characteristics of your company and product offerings. This goal of blending the segmentation factors is to craft segments that are easily measurable, accessible, substantial and actionable.

Criteria

- Measurable
- Accessible
- Substantial
- Actionable

Segment

- Demographic
- Geographic
- Psychographic
- Behavioral

Target I

- Marketing Opportunity Analysis (MOA)

Target II

- Mass
- Differentiated
- Niche
- Micro

Position

- Highlight benefits
- Diminish barriers
- Specify points of difference / parity

Strategy

- Product
- Price
- Place
- Promotion

Positioning statements

"For individuals looking for value and convenience, Walmart is the leading retail company with a wide range of products at affordable prices."
                                                                  Walmart

“For individuals looking for a quick-service restaurant with an exceptional customer experience.”
                                                            McDonald's