Segmentation and Target Market

Costco’s business model is interesting because they are proficient enough to persistently promote to a niche market. By propounding the finest products feasible at

The Gap Inc. is a global specialty retailer that operates stores selling casual apparel and accessories for men, women, and children (Yahoo Market Guide, 2001). Under the Gap, are the Old Navy and Banana Republic brands (Yahoo Market Guide, 2001).

By using Marketing strategy, organizations concentrate their resources on the greatest opportunities to increase sales and maintain a competitive advantage in its market (Wickipedia, pg1).Market segmentation is the process companies use to divide their market into groups of buyers and establish marketing tailored to individual groups. Market targeting is the process of actually choosing the market which poses the greatest profitability. Positioning involves product placement and helps marketers highlight their product over a competitor. The

The chief elements of Costco’s business strategy are strong within its pricing, product selection, and treasure-hunt merchandising. This strategy is key to the success of Costco’s. We can tell

Costco always had a simple operating philosophy. Their operating philosophy is to keep costs low and pass the savings on to the

Costco, in conjunction with its subsidiaries, operates membership warehouses where a wide variety of consumer goods are sold wholesale. Both brand name and private-label products are sold across a vast array of merchandise categories, such as snack foods; dry/prepackaged foods; tobacco; alcoholic and nonalcoholic beverages; cleaning supplies: electronics; health and beauty aids; office supplies; deli and produce; and apparel.

Costco 's warehouses are made up of product category selections. Categories include anything from groceries and candy to appliances and technology, they even carry toys, apparel, and sporting goods. “Costco is known for carrying top quality national and regional brands, with 100% satisfaction guaranteed, at prices consistently below traditional wholesale or retail outlets” (Costco company profile). Members can also shop Costco’s own brand Kirkland Signature products that are known to be as good or better than similar products from name brands. Costco also has gas stations at

Costco is a company with an inspiring story. They have revolutionized the shopping experience at its maximum, breaking the rules of grocery shopping experience.

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

This process helps a firm or organisation in focusing its marketing effort towards a specific segment or a group of segments. Depending on the product, organisational goals, the size of the firm and the marketing resources available a firm may target only one ‘niche’ segment or alternatively focus on several related segments. Another method can be to start with one segment and add more when business grows successfully. Large companies often target all market segments and try to serve them by offering a large variety of products to suit all their needs, wants and demands.

The marketing strategy will set the tone and direction of the advertising through tone, style, and themes that included messages. Elio has prototypes that have been traveling across North America to stir up the interest of the target market. This visual presence has allowed Elio to take pre-orders and create public interest. It has also allowed Elio to educate the market about the product. The advertising position for Elio is product differentiation and lifestyle. The differences that stand out is the initial cost and the fuel efficiency of the vehicle. It also is positioned as a vehicle that meets the commuter lifestyle. It is not meant to replace existing family vehicles, only as an addition to the family fleet as a daily commuter. Elio’s primary market is the commuters.

The marketing segmentation concept allows a company to focus on a specific group of customers that it is best prepared and suited to satisfy. Rather than trying to be all things to all people, selecting a target market enables a company to tailor its offerings to more specific customer needs and preferences (Schewe & Hiam, 1998, p. 200). When a company focuses its efforts and capital (both tangible and intangible) on a more narrowly defined set of needs, it is more likely that the customers will get the product they desire. Companies that use the marketing segmentation concept typically have a more intimate knowledge of the customers they target, and customers usually relate better with companies that understand their interests. As such a relationship is built.

As identified that the ultimate purpose of running an organisation is not only manufacture their wares but also earn profit. Because of different sorts of clients, there is no product exist that may encompass all client demands. For every organisation, the market assortment procedure include to segment, target and position. Market segmentation is the process of dividing the total market into groups, or segments, consisting of people or organizations with relatively similar product needs. The purpose is to enable a marketer to design a marketing mix that more precisely matches the needs of customers in the selected market segment (William M Pride 2007). Toyota’s segmentation and target market is directed by its beliefs of “Right Car in the Right place”

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.