Choosing a Target Market (Smart Phones)

Topics

positioning, analysis, segment profiles, target markets


Review the activity below or download the PDF student worksheet

Student Worksheet: Choosing a Target Market (Smart Phones)


Student Discussion Activity

In this exercise, you are presented with a number of market segments for the smart phone market. For each segment you are given top-level information regarding their core need, size growth, and profit margin.

Your task here is to identify which one is the most attractive market segments to select as a target market.

 

SEGMENT NAME

NEED

SIZE

GROWTH

MARGIN

Fashion focused

Need to be trendy, cool, up-to-date

Large

Flat

High

All the features

Need to have all the latest tech

Medium

Good growth

Good

Simply the best

Need to have the status of always buying the best

Small

Some

Very high

Shoppers

Need to be a smart shopper and buy cheap or buy value

Large

Good growth

Low

Lives on the phone

Need to keep socially connected and entertained

Large

Some

Fair

Highly informed

Need to access news/radio at a more convenient time/place

Medium

Good growth

Good

High quality

Need to enjoy high quality music with all the sounds

Small

Longer-term

Very high

Babysitters

Need to keep the kids entertained or rewarded

Medium

Good growth

Fair

The ideal gift

Need a better gift for the kids than last year

Medium

Good growth

Fair

 

Student Discussion Questions

  1. Which of your market segments would you select as the most attractive target market/s?
  2. Why do you think these are the most attractive segments?
  3. On what basis/criteria did you use to select the most attractive target market/s?

Related Activities

Meeting Target Market Needs

Which Target Market? It’s Your Call

External Information

Example of How to Select a Target Market