Selecting Target Market for Blackberry Porsche - Essay Example

The primary markets that the business can target are (1) consumer markets, (2) institutional markets, (3) industrial markets, and (4) reseller markets. The company can target any of these markets to promote and sell its products. Nonetheless, there are no clear-cut for the categorization above. A business may target all the above categories or just one (Sumathi 2003).

In the case of the Blackberry Porsche P'9981, the focus will be on the consumer market. However, the other three remainings are also potential target markets for Blackberry Porsche P'9981. In this case, the consumer markets include all the individuals and households that buy and consume the Blackberry Porsche P'9981 for their personal use only. In particular, this group of people is not interested in setting themselves as manufacturers or reselling the product. Their main goal is personal consumption to maximize their utility. In this case, the target market for Blackberry Porsche P’9981 includes mainly businesspersons and teenagers from rich backgrounds.
Selecting a target market simply implies identifying more potential customers. A business can do this after it has segmented the buyers and developed appropriate measures of consumer insight about those buyers. Selecting the target market for Blackberry Porsche P’9981 is determined by two important factors. They include the attractiveness of the market segment and its fit within the firm’s resources, objectives, and capabilities. These three must be given appropriate consideration to help the business achieve its overall goals and objectives (Noel 2009).

The market segment of businesspersons and rich teenagers is very attractive making it a highly suitable target market for Blackberry Porsche P’9981. The size of this market segment is enormous, with many potential customers. The population of young people in our society is rapidly growing and their income level rises steadily. Secondly, there is a massive opportunity for growth in this market segment as many young teenagers and business people appreciate Blackberry Porsche. Lastly, there is limited competition in this market segment. Few industry players dominate the market for this product and most of them do not target young teenagers and businesspersons.
According to Kruger (2011), the size of this target market is so enormous and profitable that it can sustain the operating cost of the business. Only a tiny fraction of businesspersons and young teenagers would not want to buy Blackberry Porsche P’9981. The features of this product fit best people on the move, and these include young teenagers and businesspersons. Features determine the benefits that customers get from the product. Lastly, Blackberry Porsche P’9981 is meant to benefit this group of people, which makes them the best target market to consider. Read More