Question

Breakfast cereal manufacturers have separated the market into many segments. How does selecting a target market segment allow Kellogg's to maximize its chances of success in the cereal industry?

Answer 1

Answer: A target market is a group of consumers identified as likely purchasers of a company's product. Choosing a target market is important because it enables the firm to direct its resources to those customers with high potential for sales growth, interest in the product and loyalty to the brand. In other word selecting target market segment allow Kellogg’s to direct its resources to those customers with high potential for sales growth, interest in the product and loyalty to the brand which will maximize its chances of success in the cereal industry.

Selecting target market segment allows the following:

(1) provides an understanding of competition for Kellogg’s in the cereal industry.

(2) gives insights into competitive advantage, and how this can be best applied in the cereal industry.

(3) allows the company to better appreciate of what consumers of cereals needs.

(4) enables Kelloggs to produce more effective marketing plans

(5) uses the company resources more effectively.