Jul 032012
 

Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?

 

ACTIVITY/TASK

 

Segment

Size $m

Growth %pa

Competitiveness

Access to Retailers

A

100

5

Medium

Easy

B

100

20

Aggressive

Hard

C

75

5

Medium

Medium

D

75

20

Aggressive

Hard

E

50

5

Friendly

Easy

F

50

20

Medium

Easy

G

25

5

Friendly

Easy

H

25

20

Medium

Easy

 

QUESTIONS

  1. Which segment/s are the most attractive? Why?
  2. Which segment/s would you NOT target? Why not?
  3. Which particular factors did you rely upon the most to help guide your decision?
  4.  In real business life, what other information would you need to help you select the best target market for a firm?

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