Segmentation, Targeting, And Positioning

Topics:
Positioning and Segmentation
Tags:
Branding,
Gonzaga University,
Marketing,
Positioning,
Segmentation
Source:
Gonzaga University

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Overview: The processes of segmentation, targeting, and positioning enable an organization to strategically place its product in the market and gain competitive advantage. It begins with situation analysis wherein the company does a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis to ascertain the issues prevailing in the market. Based on the same, it divides the market into similar groups of people according to their needs, selects the most lucrative groups, and positions the product among the target audience using the right kind of marketing mix. The paper discusses the issues and factors involved in the segmentation, targeting and positioning activities.

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Format: HTML | Size: 82KB | Date: Jan 2003 | Pages: 16

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