Apply It 14.2: Segmentation and Targeting

  • Define segmentation and targeting
  • Understand why segmentation and targeting are important to marketing strategy
  • Understand why market research is important

Identifying Market Opportunities

This Apply It continues using the Walmart case study video from earlier in this module. The video is included below in case you want to refresh your memory about specific details, but if you have already watched it, you don’t need to watch it again.

Walmart is targeting different customer segments through its various store brands, with Bettergoods specifically aimed at customers seeking higher-quality, trendy products.

 

You can view the transcript for “Why Walmart Is Making Its Own Premium Products Now | WSJ” here (opens in new window).

How does Walmart’s approach to private label segmentation compare to Target’s strategy as described in the video? What similarities and differences do you observe?