Targeting
Which customers or groups of customers, in individual markets or groups of markets, have needs that your business is best and most distinctively able to serve?
Do these potential targets have the characteristics necessary to be a source of profitable growth for your company?
- homogeneous - to meet their needs with the same marketing mix
- unique - they respond specifically to the mix that you offer
- actionable - defined in terms that let you market to them
- large enough to justify targeting
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At country level, are there additional factors such as structure, cultural aspects, trade barriers or logistics that affect the relative attractiveness of the market as a whole or a customer segment within it?
Target using customer needs + geography + other dimensions