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

Published by: InfoTrends/CAP Ventures

Published: Sep. 1, 2006 - 49 Pages

Table of Contents

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

Principal Market Segments and Size

Key Trends

Educational Services

Principal Market Segments and Size

Key Trends

Financial Services

Principal Market Segments and Size

Key Trends

Food Manufacturing

Principal Market Segments and Size

Key Trends

Hospitals

Principal Market Segments and Size

Key Trends

Insurance Carriers and Related Activities

Principal Market Segments and Size

Key Trends

Retail Trade

Principal Market Segments and Size

Key Trends

Telecommunications

Principal Market Segments and Size

Key Trends

Transportation Equipment Manufacturers

Principal Market Segments and Size

Key Trends

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

Abstract

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