The post is to make comments on Armstrong’s blog post about the importance of a focused target market.

Armstrong Fidele states that having a focused target market is the success of any business. By having a clearly defined target market means a more effective marketing strategy, and ability to quickly respond to changing customer demands. Also, He introduces Solarway, a solar power solutions company and how this company positions its target market. It says Solarway’s target market is people who have limitted or no access to power, which proves that having a clearly defined target market prior to other criteria when people decide to dive into an industry.

I am, firstly, in favour of Armstrong Fidele’s opinion regarding the importance of a focus target market. It is impossible to satisfy every customer’s every need. From suppliers’ points of view, it will definitely be costly and time-consuming to be outstanding in every criteria. Take cellphones for example. None of the companies will be able to position itself as doozers in processing speed, weight, screen and price. iPhone targets relatively higher class customers who want high speed, light weight and better screen while some companies target lower class customers who use cellphones as basic communication tools. From customers’ points of view, they will choose the companies that excel in typical criteria instead of companies with broad markets.

Also, as Armstrong said, to segment markets, can be based on values, interest and attitudes besides demographics. Different industries should base on different factors, and some companies take advantage of multi-segmentation variables to target their markets.

From Armstrong Fidele’s blog, I learnt what is focused target market and its importance to success of every company.

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