In the world of marketing in General, there are at least three strategies-setting a target market that is often conducted its business, these strategies include the following:
1. marketing strategy without a differentiator (undifferentiated marketing)
Undifferentiated marketing strategy marketing is a marketing strategy that only offer one kind of product and covers the entire market. the company aims to instill the image of its products to the consumer is strong, without differentiating the target market. Generally, the company saw its share of the overall market without distinguishing specific target market.
Undifferentiated marketing (marketing without a differentiator) selected the businessperson with consideration of the cost of implementation of the strategy of undifferentiated marketing is smaller compared with differentiated marketing marketing (differentiate your target market). Marketing Strategy without distinguishing target markets rely more on production, distribution and promotion strategies, so that could be mass-produced to save costs.
However, undifferentiated marketing marketing strategy marketing (without distinction) also has drawbacks. Because the majority of the perpetrators are not differentiating the consumer business, then the business will choose the most extensive target market to offer its products. Of course, if many actors choose the way marketing business, then competition any business getting tougher.
2. marketing strategy with the differentiator (differentiated marketing)
Is a marketing strategy with appropriate target market needs discriminating consumers. Variety of needs required consumers, became the driving factor distinguishing business target market actors. If marketing differentiator only produce one without a range of products, with marketing differentiator produces a range of products tailored to the needs and interests of the consumers.
A distinction can be based on product dikategorisasikan geographical location, style or consumer lifestyle, age, gender, income level, in fact it could be distinguished on the basis of the level of education of the consumer. The target market is diversifying efforts aiming to consumer loyalty to a product more powerful, because the company offers products that comply with the desires of the consumers. One example is from the startegi product differentiated marketing instant noodles, they developed his business by discriminating taste variants based on the tastes of consumers products.
When compared to no marketing differentiator, marketing strategy with the criterion of greater cost. Because it takes a charge for research of new products, production processes, as well as increased costs for market research. Nonetheless, with more marketing differentiator endeared the perpetrators attempt. Because with differentiated marketing product, they have a stronger attraction than the marketed product competitors.
3. marketing strategy is concentrated (concentrated marketing)
Is the only model of marketing concentrated focus to market its products to one or more groups of buyers only. So it is only addressed to product marketing group of buyers the most potentially. An example is Tropicana products Slim, low-calorie and sugar-free candy is more focus to the consumer who wants to keep his health especially for diabetics.
With a focus on specific groups, companies using this model marketing strategies attempted to offer a product that is best for their target market. So the image specification product offerings can be embedded on the target consumer market. Addition of concentrated marketing is also more cost-saving, both production costs, the cost of distribution and promotion costs. Because everything is only focus on one or two consumer groups only.
However, the concentration of marketing has its disadvantages, the risk is even greater than differentiated marketing or undifferentiated marketing. If your target market are being focused marketing arrives – a sudden switch to competitors with the same focus, then you will lose one-only consumer fields you have. The magnitude of the risk is there, making the owner of the company to market its products to prefer some of the target market.
That's a brief overview about the strategy target market. For those of you who want to try a new business opportunity, you should determine in advance the target market you wish to reach. The more clear your target market, the easier it anyway you determine the business development strategy.
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