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