Technical Note
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Market Selection: Target Customers and Positioning

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.

Collection: IESE (España)
Ref: MN-412-E
Format: PDF
Number of pages: 12
Publication Date: May 10, 2021
Language: English, Spanish

Description

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.
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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: Target Customers and Positioning

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"Market Selection: Target Customers and Positioning"