ABSTRACT
The market that the organization sees through the strategic window is a very complex entity. In evolving strategies to take advantage of the opportunities that exist within it, the organization has to divide it into manageable chunks at which it can direct its relevant resources and capabilities. First, we look at market segmentation – a good way for a firm to discover a means of competitive advantage. Specifically, we consider segmentation research, segmentation strategy, segmentation synergies and segment invasion strategy. Then we move on to look at market targeting and positioning. Here we consider also the factors that might influence choice of targeting strategy. It includes stage of product – market maturity, extent of buyer differentiation, the firm’s position in the market, the structure and intensity of competition and what resources are available. Finally, we address the issue of positioning.
