How do you first enter the market, especially in the segmentation and target market steps?

An important step in formulating a marketing policy begins with defining the target market, which means understanding the needs and wants of consumers (consumer needs and wants).

Identify segments

This is related to the concept of marketing and marketing communication that uses a consumer base (consumer based). The process of identifying the target market begins with identifying the market segment that will be entered.

Point segmentation

This is where it is necessary to understand consumer behavior, market segmentation can be carried out on the basis of:
  • geographical,
  • demographic,
  • psychographics,
  • and behavioral segmentation.
Segmentation can also be based on a certain social class, such as shirts with the Executive (Fashion) brand that targeting young executives, or expensive jewelry products (upper class). Meanwhile, behavior segmentation based on user status, usage rate, loyalty status, readiness stage, and attitude toward the product refers more to consumer behavior towards product use.

The results of the segmentation analysis are used as basic information for management to determine the market segment that they wish to enter.

Target marketing

After determining the market segment, a company determines its marketing targets to be able to enter one or several segments of a particular market. After determining what market segment it wants to enter or targeting, a company must decide what "position" it wants its products to occupy in that segment relative to competitors, otherwise known as enter positioning.

From various positioning strategies, then formulated into a statement of the positioning that has been identified and selected based on the market and the needs of target consumers. A positioning statement must be able to clearly and precisely communicate the position of the brand or company, which can be prepared by starting with an explanation to the target market or explaining its needs (to) which can be met by the product / service brand being marketed (our) as a product concept (concept). which provides a specific solution (point-of-difference) for consumer needs.
From various positioning strategies, then formulated into a statement of the positioning that has been identified and selected based on the market and the needs of target consumers. A positioning statement must be able to clearly and precisely communicate the position of the brand or company, which can be prepared by starting with an explanation to the target market or explaining its needs (to) which can be met by the product / service brand being marketed (our) as a product concept (concept). which provides a specific solution (point-of-difference) for consumer needs.
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