Final Project: Target Market Strategy

In order to go after the specific market we must first see what section we fall into. For small income companies there is a specific category and market we she approach. For larger companies there is another unique way of targeting a market. "Companies need to consider many factors when choosing a market-targeting strategy. Which strategy is best depends on company resources. When the firm’s resources are limited, concentrated marketing makes the most sense." Marketing: An Intro, Armstrong/Kotler, page 192. The definition of concentrated marketing is as follows, "Concentrated (niche) marketing-
A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches." Marketing: An Intro, Armstrong/Kotler, page 188. Since we are a company that is starting off fairly small, and slower in strictly radio only ads, concentrated marketing is where we begin. It can be highly profitable but also is a high risk strategy. Our company is prepared to take the risk due to deep rooted ties with some of the industry leaders. We are very confident in our product and plan on seeing this strategy through.