Target Market Strategy

In order to go after the specific market we must first see what section we can best utilize. For lower income families looking for a reprieve from the dreariness of daily life we offer an escape. For upper middle and lower high class families we also offer a fun bit of time and enjoyment. "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 starting off fairly small going to local supermarkets and using radio advertisements only, concentrated marketing is where we begin. It employs a high risk high reward strategy. I however have full confidence in my product and my company and think that this risk is justifiable.