Target Market Strategy

The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). Just like consumers have brand loyalty when it comes to the type of beer they prefer to drink, we would like to build that same allegiance with spicy safari chips. We will have facebook, twitter, instagram, and tumblr accounts. On facebook and twitter we will encourage customers to write their own endings to Phileas’s adventure. The best ending can win a trip to Ghana (all expenses paid) to enjoy a safari and create their own adventure that can then be shared on all social media sources. On instagram consumers will be encouraged to take their best picture with a bag of safari chips. The company’s website will also give a detailed look at how spicy safari chips are made. In do so, customers may be curious to learn more about Ghana. A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition).