Market Segmentation & Targeting Decisions
- Segmentation – definition
- Targeting – definition
- Positioning – definition
- How Are Market Segments Best Defined?
- Identification of Market Segments
- Analysing & Prioritising Potential Markets
- Steps in Constructing a Market-Attractiveness/Competitive-Position Matrix
- Step (1) Choose criteria to measure market attractiveness and competitive position
- Market attractiveness /competitive-position matrix for target market selection, strategic objectives & resource allocation
- Targeting Strategies
- Global Market Segmentation and Targeting Strategies