Overview of this week’s learning

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.