Hollywood Good

As discussed previously in this column, in the era of 'legacy', the usual practice of segmentation done by the marketer is essentially an attempt to map segments of potential markets with characteristics similar behavior. After the segments in the identification, the next step is to evaluate and determine which segments will be served. This is called targeting or the process of selecting the right target market for your products and services.

Targeting is really a strategy the company to allocate resources effectively. Because your resources are always limited. It is about how you do 'fitting' into your company's target market segments that you choose.

Just a quick review of the concept of targeting, usually there are three criteria that must be met any other company when evaluating and determining which segments to target. The first is to ensure that the market segment that you choose a big enough and quite profitable for the company. Also also seen how the potential for market growth. Perhaps a current market there is little in terms of size, but the rapid growth so that the front has the potential to become a big market.

The second criterion is this targeting strategy should be based on competitive advantage the company concerned. Competitive advantage is a way to measure whether the company has the strength and skills are sufficient to dominate the market segment chosen.