Market Selection: Target Customers and Positioning

  • Reference: MN-412-E

  • Number of pages: 12

  • Publication Date: May 10, 2021

  • Source: IESE (España)

  • Type of Document: Technical Note

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Market selection involves a greater commitment than any other marketing decision and consists of two parts: 1) selection of the target customer, and 2) positioning. This technical note outlines the main criteria for selecting a target customer and offers a series of recommendations on how to define positioning. Finally, an overview of the key concepts of strategic analysis required to evaluate the sustainability of positioning is provided.

Learning Objective

This note follows the logic introduced in MN-410, which presents a scheme for developing a company's marketing strategy. It is recommended that it be used in conjunction with note MN-411, which focuses on supply-side analysis and competitor analysis.


market selection