4.2.2 Choosing a Target Market

Some factors to consider while choosing a Target Market 
  • Size of the segment (number of customers and/or number of units)
  • Growth rate of the segment 
  • Competition in the segment 
  • Brand loyalty of existing customers in the segment 
  • Attainable market share given promotional budget and competitors' expenditures 
  • Required market share to break even 
  • Sales potential for the firm in the segment 
  • Expected profit margins in the segment