MARKETING SEGMENTATION AND TARGETING STRATEGIES FOR A FIRM COMPETITIVE GROWTH
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MARKETING SEGMENTATION AND TARGETING STRATEGIES FOR A FIRM COMPETITIVE GROWTH
ABSTRACT
In most economies, the notion of scarcity and choices among resources tend to guide the order of business, not to mention the unexpected economic and financial crisis that hit even the most advanced of economies, such as that of Europe and America
thereby making it pertinent for firms to strategically allocate their resources to those markets that can still enhance their profitability objectives and goals regardless of economic events, especially those of growing or medium-sized businesses.
The first chapter of this research study reveals the historical backdrop of the notion of market segmentation and targeting as techniques that have been used in the past, as well as the direction or course that the study will follow.
Chapter two delves into the writings of previous authors on the issue of segmentation and targeting, which undoubtedly gives an in-depth examination and a stepping stone to the subsequent chapters.
Chapter three covers data collection methods, research design, and date analysis strategies for communicating the study’s meaning. Chapter four tends to demonstrate a thorough and clear interpretation of the data obtained.
Chapter five summarises the findings of the preceding chapters and relates them to the stated problems, as well as providing alternative solutions (recommendations) to encourage the practice of market segmentation and targeting for firms wishing to continue in their respective businesses and to find a way out of the global economic meltdown.
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