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Overview of this week’s learning

An overview of the topics that will be covered during this week.
A magnifying glass over a laptop, dociuments and emails.
© ULAW Business School

Welcome to week 2 on the topic of ‘Targeting’

Once the segmentation is completed, we turn to the reason why we even bothered with this exercise – and that is targeting. This is where evaluation of the segments is conducted in order to select the one or few with the best fit for the company’s strengths and the appropriate targeting strategy to be chosen. Each segment is also assessed on its ability to maximise return-on-investment and bring the largest proportion of profit for the company. Market and competitive factors influencing a segment will be considered in order to estimate the attractiveness of a segment now, and its potential for the future.

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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