Segmentation, Targeting, and Positioning Essay Example | Topics and Well Written Essays - 500 words

Segmentation, Targeting, and Positioning - Essay Example For this product, the targeted segment to deal with is sports clubs. The segment that has been targeted is sporting clubs within the locality where the entrepreneur seeks to start the company. By sporting clubs, reference is being made to soccer teams, football teams, hockey team, and rugby teams. Characteristically, most of these teams own private fields and pitches that are well gardened and parked with various grasses and flora. Constantly, these grasses and flora are mowed by the teams to keep them attractive and within standards where they can be used for the various sporting activities. It can therefore be said that the robotic lawn mower comes with a functionality that is directly focused on the needs of the sporting clubs, as far as their fields and parks are concerned. Another characteristic is that this segment often has institutionalized organizational structure that put staff in charge of finance and accounting. What this means is that by targeting them, the entrepreneur and the company will be dealing with them on a business to business basis. The reasons for selecting the targeted market are directly reflected in the major characteristics that have been given about the segment above. In the first place, the size and number of these sporting clubs would mean that there will be a readily identified market for the robotic lawn mower. Indeed, the more the machines are sold, the more likely the company will be expanded. It is therefore important to choose this segment which guarantees ready market due to the type of business in which they are engaged in. Again, the financial risk in dealing with business to business marketing can be said to be relatively lower than dealing with business to customer marketing. This is because businesses guarantee quicker and assured payment of their debts than individuals do. This is another reason that makes the selected segment ideal and convenient,