Question

Topic: Strategy

Tips For Indepth Analysis Of Target Groups

Posted by Anonymous on 10/20/2004 at 5:57 AM ET 250 Points
The theoretical approach of target analysis by Kotler works fine to understand the basics. I am looking for tips and tricks that work in practise to better understand your target group.

I'm coaching a small company to move to the next stage of their 4 year existense. The client base is broad and through analysis of the target group we want to create a better understanding which (new) clients to target.

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RESPONSES

  • Posted by Chris Blackman on 10/20/2004 at 10:45 AM Accepted
    Good, complex question, but insufficient info for a targeted reply...

    1. Can you tell us how the customer base is segmented?

    2. Are existing customers also future customers?

    3. What is the buying cycle/repeat buying cycle - frequency and volume?

    4. How big is the product portfolio?

    5. Have you mapped the customer base against the product portfolio to identify where the money (sales revenue) is coming from?

    Sorry so many questions but without these answers all you can expect is guesswork and vanilla responses.

    Let us know more...

    ChrisB
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