Topics
positioning, analysis, segment profiles, target markets
Review the activity below or download the PDF student worksheet
- Student Worksheet: Choosing a Target Market (Smart Phones)
- Instructor Solutions (Members Only): Choosing a Target Market (Smart Phones) = Solutions
Student Discussion Activity
In this exercise, you are presented with a number of market segments for the smart phone market. For each segment you are given top-level information regarding their core need, size growth, and profit margin.
Your task here is to identify which one is the most attractive market segments to select as a target market.
|
SEGMENT NAME |
NEED |
SIZE |
GROWTH |
MARGIN |
|
Fashion focused |
Need to be trendy, cool, up-to-date |
Large |
Flat |
High |
|
All the features |
Need to have all the latest tech |
Medium |
Good growth |
Good |
|
Simply the best |
Need to have the status of always buying the best |
Small |
Some |
Very high |
|
Shoppers |
Need to be a smart shopper and buy cheap or buy value |
Large |
Good growth |
Low |
|
Lives on the phone |
Need to keep socially connected and entertained |
Large |
Some |
Fair |
|
Highly informed |
Need to access news/radio at a more convenient time/place |
Medium |
Good growth |
Good |
|
High quality |
Need to enjoy high quality music with all the sounds |
Small |
Longer-term |
Very high |
|
Babysitters |
Need to keep the kids entertained or rewarded |
Medium |
Good growth |
Fair |
|
The ideal gift |
Need a better gift for the kids than last year
|
Medium |
Good growth |
Fair |
Student Discussion Questions
- Which of your market segments would you select as the most attractive target market/s?
- Why do you think these are the most attractive segments?
- On what basis/criteria did you use to select the most attractive target market/s?
Related Activities
- Meeting Target Market Needs
- Which Target Market? It’s Your Call
- What Should Be Our Marketing Target?
- Successful Repositioning Video Case Study
- Success in Entering a Competitive and Mature Market
- Market Segmentation Multiple Choice Questions
- Identifying Segment Needs
External Information