Target Group Analysis for Marketing Report Essay

Target Group Analysis for Marketing Report - Essay Example It is JetNet Services' goal to enable their clients to a professional positioning in the Internet which is the main access to information and communication of nowadays and the future - together with providing all support necessary in case the client wishes to purchase optimally suited hard- and software. There are four business units, offering their services and products for four different purposes but having the same management and exchanging information within the company. The advantages of this for the client are short communication paths; one contact person who manages all the contacts in the company (i.e. A case manager) and a range of in-house services and products. Research suggests that the four units do not actually have separate targets. There are primarily two broad targets: Internet Unit and IT Support Unit; Graphic Unit and Multi-media Unit targets. These groups have enough overlap that they may be broadly looked at in a similar light. There is also a primary target for all four units as a package. The first section describes the Internet-Business Unit and IT Support Unit. However, there is some overlap of target markets for the other 3 business units (graphic design, multimedia, IT-Consulting). Two main target groups exist for the Internet and It_support Units. (Shurmer 1993, p. 240) Small and middle enterprises without their own marketing departments broadly comprise the first group. The two primary sub groups of this section are differentiated by the demographic information of their business leader. Young entrepreneurs heading start-up companies are the first of these leaders. The young entrepreneur is aged 20-35 years old, and is early on in his career. The second sub-group leader is an older entrepreneur, aged 36-55 years, with an established career, and a firmly entrenched company. (Igel 2001, p.159) Small and middle enterprises with their own in-house marketing and/or technical support departments make up the second broad group. Within this category, there are also two sub groups based on the demographic information of the decision maker. Here, the first target is the marketing manager: he is typically male and manages the entire marketing department. The second is the marketing assistant: most often female and reporting directly to the marketing manager. 2.1 Young startup entrepreneur The young entrepreneur is aged 25-35 and has just founded a company. He needs professional services for designing and implementing his company's website. A website is a must have for him because several start-up consultancies recommended creating a website as the first step in marketing a new business, followed by purchasing professional stationary and business cards for Corporate Design/ Corporate Identity purposes. The young entrepreneur grew up using the Web and he is competent in the technical skills involved in using the Internet for business and personal matters (i.e. knows how to browse the Internet, search Goggle, and send email) and he also is open to the technology and knows the marketing benefits that the Web offers (such as being a cheap marketing platform, up to date information, and reaching a wide audience). (Trondsen 1996, p.571) 2.1.1 Older entrepreneur The older entrepreneur