“After evaluating different segments, the company must decide which and how many segments it will target. A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, Printed page 186.) This is true for us at Natures Blend Brewing Company as a small company just starting out we know if will be extremely hard to compete with companies like Coors or Bud, the big dogs. However we feel that in the smaller family oriented market that we have choosing to go after we can compete with them in. Our vision of bringing back the family community as well as the family style block parties is not something the big dogs are currently going after. A lot of their money and marketing is in marketing their product to everyone everywhere. We at Natures Blend believe that by delivering a superior product both in taste and experience at a lower or evenly matched price we can take over this niche in the marketplace. “Some attractive segments can be dismissed quickly because they do not mesh with the company’s long-run objectives. Or the company may lack the skills and resources needed to succeed in an attractive segment.” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, Printed page 186.)
“Using a concentrated marketing (or niche marketing) strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches.” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, Printed page 188.) This is the approach we at Natures Blend have decided to use in our debut to the marketplace. Just as Johnny Appleseed was a legend of his own making we at Natures Blend Brewing Company want you to join us in creating a new legend. “Legends are not born, Legends are made. Become part of the legend today."
No comments:
Post a Comment