In order to successfully conduct business and securely occupy its positions in the market, a company needs to single out a target group among its clients. This is a group of consumers of goods or services that generate the maximum income for the company. Their total number may be quite small in comparison with the list of consumer counterparties, but they are the most profitable customers. Naturally, the company's priority should be given to meeting their needs.
Instructions
Step 1
Suppose you decide to go into the wholesale of cement and crushed stone - essential components in the production of concrete. How can you determine which customers will make up the target group, that is, will ensure the sale of the main volumes of products? Conduct marketing analysis. Find out if there are reinforced concrete factories, house-building factories in your region, how long the road network is, and in what condition it is. Also try to find out if construction is being carried out in municipalities and dacha and garden associations (residential buildings, fences, etc.), and what is its scale.
Step 2
Make inquiries about the average monthly (average quarterly, average annual) needs of factories and house-building factories in cement and crushed stone, as well as about who and for what price they purchase these materials. Do the same work for construction organizations.
Step 3
Based on the information received, select the target group of your potential customers in order of priority:
- factories of reinforced concrete products and house-building factories;
- construction and road repair organizations;
- wholesale buyers (owners of building materials stores, heads of seasonal construction teams, etc.).
Step 4
Or, for example, you decided to start selling clothes. How to determine the target customer group that will generate the most profit? Analyze the prospect of trade taking into account such factors: the location of the store, the financial capabilities of the potential clientele (employees of nearby enterprises, institutions, and residents of nearby houses), the range of your goods and pricing policy.
Step 5
If your store is located in a prestigious area, next to the offices of large firms, the target group may be their management, top and middle managers. Select the appropriate product range. If it is located on the outskirts, and the clientele consists exclusively of residents of the surrounding area, then an expensive, exclusive product will hardly find demand. Your target group will then be people of average or even low income, and you should give preference to high-quality, but inexpensive clothing.
