Target Market Analysis

La comprensión de los segmentos del mercado es fundamental para las estrategias de adaptación y las ofertas que se ajusten a las necesidades de segmentos específicos del mercado.


According to Philip Kotler, Marketing Professor at the Kellogg School of Management at Northwestern University, the mass market has fractured into a plethora of micro-markets, each with its own profile and buying criteria. In response, astute marketers are abandoning mass marketing techniques to focus on people who actually want what they sell. Consequently, understanding market segments is critical to tailoring strategies and offerings that fit the needs of specific market segments.