1, regardless of the target market strategy.
The strategy is to carry out marketing with the whole market as the big goal, emphasizing the common needs of consumers and ignoring their differences.
2. Differentiated target market strategy
This strategy usually divides the whole market into several market segments as its target market. According to the characteristics of different target markets, different marketing plans are made to produce the goods needed by the target markets as planned to meet the needs of different consumers.
Extended data:
The following three strategies are generally used to select the target market.
Differential promotion
Differentiated market strategy is to divide the whole market into several sub-markets, design different products for different sub-markets and formulate different marketing strategies to meet different consumer needs. For example, some clothing enterprises in the United States divide women into three types according to their lifestyles: fashion type, masculine type and simple type.
Fashion women like to dress up luxuriously and attract attention; Masculine women like to dress up and stand out from the crowd; Simple women pay attention to economic benefits and moderate prices when buying clothes.
According to the different preferences of different types of women, the company designed different styles of clothing to make the products more attractive to all kinds of consumers. Another example is a bicycle enterprise, which is subdivided into several sub-markets according to geographical location, age and gender: rural market, which requires durability and heavy load capacity because of frequent cargo transportation.
Urban young men demand speed and good style; Young urban women demand lightness, beauty and elegance. According to the characteristics of each sub-market, make different marketing mix strategies.
The advantage of this strategy is that it can meet the different requirements of different consumers, which is conducive to expanding sales, occupying the market and improving the reputation of enterprises. Its disadvantage is that due to the differentiation of products and promotion methods, it increases the difficulty of management and the cost of production and sales.
At present, only powerful big companies adopt this strategy. For example, Qingdao Double Star Group Co., Ltd. produces many kinds, styles and models of shoes to meet the various needs of domestic and foreign markets.
Intensive market strategy
The centralized market strategy is to select two or several market segments as target markets and implement specialized production and sales. Give play to the advantages of a few markets and increase market share. Enterprises that adopt this strategy have a deep understanding of the target market, which is the strategy that most small and medium-sized enterprises should adopt.
At first, Nisic was a small factory that produced many kinds of rubber products, such as raincoats, diapers, swimming caps and sanitary belts. It faces bankruptcy due to insufficient orders. By chance, Tomokawa Bo, the general manager, found from a census table that about 25 million babies are born in Japan every year. If each baby uses two diapers, it needs 5 million diapers a year.
Therefore, they decided to give up products other than diapers and implement specialized production of diapers. It became an instant hit and constantly developed new materials and varieties, which not only monopolized the Japanese diaper market, but also exported to more than 70 countries and regions around the world, becoming a world-renowned "diaper king".
At the same time, when powerful competitors enter the target market, enterprises will be seriously affected. Therefore, in order to spread risks, many small and medium-sized enterprises should choose a certain number of market segments as their target markets.
Baidu Encyclopedia-Target Marketing Strategy