MARKET SEGMENTATION AND TARGETING ON THE EXAMPLE OF A COMPANY

Segmentacijom tržišta poduzeća dijele heterogeno tržište na manje homogene skupine potrošača sličnih ili istih karakteristika, potreba i ponašanja. Na taj način dobivaju jasnu sliku o tržištu, odabiru jedan ili više segmenata koji su im najatraktivniji i prilagođavaju svoju ponudu tim ciljnim tržišnim segmentima. Kreiraju jedinstven marketinški miks ili više njih i sve svoje napore usmjeruju prema odabranom ciljnom tržištu kako bi zadržali postojeću, stvorili novu ili izmijenili postojeću, nezadovoljavajuću, poziciju u svijesti potrošača.Companies uses market segmentation to divide a heterogeneous market into smaler homogeneous groups of consumers with similar or same characteristics, needs and behaviors. This way they have a clear picture of the market, choose one or more segments that are most attractive to them and adapt their offer to these target market segments. They create a unique marketing mix or more of them and direct all their efforts towards the selected target market in order to maintain the existing, create a new or change the existing, unsatisfactory, position in the minds of consumers