Overall, the use of demographic, psychographic and geographic segmentation has allowed us to narrow down the different potential target markets considerably. These different markets each offer different levels of potential for exploitation by a solar panel installation firm. The targeting of each different segment will be analyzed in the next section of this report.
The targeting strategy is used to find ways to bring the product to each of the segments that have been targeted. For solar panels in Australia, there are three main segments when understood by demographics -- consumers under $100,000; consumers over $100,000 and small businesses These segments are all desirable for a firm that is seeking to build a strong presence in the Australian market going forward.
There are a number of ways to target the different markets. Differentiated or segment marketing would result in each segment being targeted with a product that is...
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