Setting a Target Market

Every company at the beginning of always producing the goods in limited quantities and for a limited market also with a view to explore the market. Besides, the existence of market appetite that grows and allows the perception of producers and consumers perception becomes inconsistent. Therefore, in order to avoid the risk of loss, the company has always memperhitungnya production volume.

However, when the product was able to penetrate the hustle and bustle of the market being able to compete and preferred market, the company’s strategy is to conduct the next round of mass, ie, mass production, mass distribution and mass communication as well. In the development of the consumer market that originally served a limited, is becoming more widespread and heterogeneous in nature and the company it is unlikely to be able to serve all consumers who are highly heterogeneous.

In this case the company trying to find a particular group of consumers that will be the market. This step is the beginning of the activities of market segmentation. Furthermore, in order to face the competition, the goods sold are made a little different from the existing models, for example, taste, quality, and so on. So only a variety of products. It is known where product differentiation. This activity is not a market segmentation.

The Importance of Market Segmentation
Definition of market segmentation as a strategy of the company is not solely done by differentiating a product or even iptakan Find Some new products (product diversification), but based on the above perbed aan interests and needs of consumers. Market segmentation is the division of a heterogeneous market into a buyer units are homogeneous, where the buyer of each unit of the homogeneous achieved targeted market with its own marketing mix.

Thus the original one and wider market, then divided or segmented by marketers into sections that are homogeneous market. The homogeneity of the market sought and determined by the marketer. Many consumers fled to another place because of service problems. Price and quality sometimes be number two compared services. Realizing this, the market segmentaasi be done in order to provide services that lead to the market.