How to Target a Market: The Key to Differentiating Your Business: Industry Research

How to Target a Market: The Key to Differentiating Your Business

Published Date: September 2006

Published By: InfoTrends/CAP Ventures

Page Count: 49

Order Code: R290-313

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Description

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Introduction
Criteria for Segment Selection: Are they Identifiable and Measurable?; Is the Segment Substantial? Is it a Growth Market, or is there Opportunity; to Gain Share Based on Your Technology?; Is there Easy Access to the Segment?; Does the Market Have Unique Needs that Let Your Organization Provide; Differentiated Value-Add to the Customer?; Is the Market Durable? Is it Stable so the Cost of Changes is Minimal?
Segmentation Strategies: B2B; Market Expansion: Targeting Existing Customers; B2C; The Internet Changes Everything!; Segmenting the B2C Market; The Value of Customer Service; The Value in Vertical and Horizontal Market Niches; Identifying a Vertical Market Niche; The Horizontal Niche Market Opportunity; Building your Niche: Vertical or Horizontal, B2B or B2C
Case Studies: Inter-State Studio: Vertical Market Success Can Lead to Diversification; and New Opportunities; Inter-State Studio and Publishing: Memories for School Children; Business Growth in a Tough Market; Visionaries Look at the Market Differently; The Ingredients for Success; Associates Graphic Services: Target Marketing at Work; Market Focus; Market Positioning; Higher Education Success; Effective Targeting; VistaPrint: Building on a B2C Vision; A Well-Identified Target Market and a Solid Value Proposition; Vision and a Manufacturing Model to Match; The Value Proposition; Products and Services Designed with the Customer in Mind; Mastering the Art of Promotion; Then There’s Loyalty!
Appendix: Critical Trends in Vertical Markets: Accommodations; Educational Services; Financial Services; Food Manufacturing; Hospitals; Insurance Carriers and Related Activities; Retail Trade; Telecommunications; Transportation Equipment Manufacturers
List of Tables and Figures: Figure 1: Screen Shot of Corporate Press’ What’s Cookin’ Newsletter; Figure 2: Screen Shot of Card Café’s Web Site; Figure 3: Screen Shot of VistaPrint’s Web Site; Figure 4: Screen Shot of Shutterfly’s Web Site; Figure 5: Do you emphasize specific vertical markets in your business plan or day-to-day operations?; Figure 6: Which of the following vertical markets do you focus on?; Figure 7: Screen Shot of Inter-State Studio & Publishing Web Site; Figure 8: Template for a Coupon Mailer from Convertible Brands; Figure 9: Associates Graphic Services’ Headquarters; Figure 10: Wesley College’s Customized Communications; Figure 11: Speakman’s Marketing Collateral; Figure 12: Screen Shot of VistaPrint’s Web Site with Business Cards Promotion Highlighted; Table 1: U.S. Census Bureau Data for the Accommodations Sector; Table 2: U.S. Census Bureau Data for the Education Sector; Table 3: U.S. Census Bureau Data for the Financial Services Sector; Table 4: U.S. Census Bureau Data for the Food Manufacturing Sector; Table 5: U.S. Census Bureau Data for the Hospital Sector; Table 6: U.S. Census Bureau Data for the Insurance Sector; Table 7: U.S. Census Bureau Data for the Retail Sector; Table 8: U.S. Census Bureau Data for the Telecommunications Sector; Table 9: U.S. Census Bureau Data for the Transportation Sector