Segmentation and Targeting in Marketing Strategy and Plan

Marketing
Strategy and
Plan

Segmentation/ Targeting
 Segmentation and targeting refers to the process of group the
external environment on the basis of several features in order
to find out the most prospective group to target for the
company.
 The segmentation and targeting process will help the
company to grow and target the right type of customers in
the market. Below mentioned presentation represents the
geographic, demographic, behavioural and psychographic
segmentation that will elaborate the kind of customers the
company want to target in order to initiate successful business
functions of the gym (Henneberg, Mouzas, & Naudé, 2009).
 Green Hill and Germantown city are the two cities near
Nashville that should be targeted by the gym in the market.

Geographic Segmentation
 On the basis of geographic segmentation, the gym should
target Green Hill and Germantown city as two major cities
where they should initiate major operations in the target
market.
 These two cities are closely linked with Nashville and have
prospective people who will get attracted towards the gym.
The target population in Nashville is 654,187 along with in
Green Hill it is 7,177 and in Germantown it is 39,230 people.
 Thus targeting these people on the basis of their geographical
boundaries will help the management of the gym to increase
its sales. People always prefer the gyms that are close by so
this gym will provide opportunity to people to give routine to
their fitness life (Lancaster, & Massingham, 2017).