SEGMENTATION, TARGETING AND POSITIONING

Understanding and Using the Concepts of Segmentation, Targeting and Positioning

Segmentation, Targeting and Positioning

Introduction

The paper aims to discuss the marketing strategies and techniques that includes, the target market, segmentation, macro and micro environmental factors relating to it. Identifying marketing factors and theories for the product is highly recommended and significant as there is a clear and defined path for success of the product.

Macro and Micro Environmental Factor

According to Kotler (2008) there are some micro and macro environmental factors that help in taking decisions for the product of the company. These micro and macro factors should be identified by the company and then take appropriate decisions. Following are the micro and macro environmental factor that help in taking decisions (Kotler et al., 2008).

Micro-environmental factors

Kotler (2008) states that there are numerous Micro-environmental factors that also play a crucial role when it comes to making an effective and efficient decision.

Customer need change: As the time changes the need of environment and customer change simultaneously.

Competitor Activity: competitor activity should be highly measured, and the values that are provided by the competitors.

Company: This internal group organization, such as the management of the company, Financial Services, R & D, service logistics, manufacturing units, accounting. Management of the company determines the general policy and the current policy of the firm. Marketing managers need to make decisions that do not contradict the plans of management of the company and work closely with other departments and divisions. 

Availability: Availability means how the company distributing its's goods. The product should be available.

Customers: The need of customer and targeting the customer is highly important.

Suppliers: This firm and individuals that provide venture material resources required for the production of particular goods or services. Events in "medium suppliers" may seriously affect the marketing activities of the company. Rising prices for purchased materials leads to higher prices and the finished product. Shortages of certain materials, strikes could disrupt the regularity of supply and schedule delivery of the goods to customers. This will result in missed sales opportunities and tarnish the reputation of the enterprise.

Competition: there are four types of competitors:

the desire and competitors;

Commodity and generic;

the inventory of species;

brand and competitors (Kotler et al., 2008)

Macro-environmental factors

National factor: the national factor relates to the people of the country where the product is being manufactured. This factor is seen at national level, what are the agencies which influence the product.

Demographic environment. Its main characteristics as the size and density of the population lie in this factor. For marketers demographic framework is of interest, because the markets are made ??up of people.

Political: These are the laws; regulations state institutions, demand by the public, have an impact on the various organizations and individuals and limit their freedom of action. In US, the rapidly growing number of statutes regulating business. An important reason for government regulation is the need to protect consumers from unfair business practices. Heads of companies must be aware of federal and state laws, which comes under the marketing ...