Target the right market( hbr case study and commentary)

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A little about the essay
So, please submit something, but also add your thoughts to the comments or post your response to your blog and comment the URL so that we can all read your thoughts. I found this exercise mentally fun and i hope you do too! Hmm…this is very interesting. I wrote a piece a while back on a company called Reputation Defender:. I think this is a very real problem and I am glad to see that Harvard is covering it.
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Target the Right Market

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Case Study: Target the Right Market

Spank me. Hey, i am looking for an online sexual partner ; Click on my boobs if you are interested. This report explores case study of SparkPlace, an online-marketing software company. Due to the limited resources available to this company, it wants to target two available markets: small businesses with no more than 20 employees Small Sams and medium-size businesses with 20 to employees Medium Marrys. The case illustrates that SparkPlace is in a crossroad to and the major challenge faced by the sales and marketing executives at Sparkplace is the dilemma in selecting the suitable market segment within these two segments. Upon sign-up, allow subscribers to choose whether they want deals, business updates or tips about products. Since many Sams may found this as an immediate pressure on balance sheet.
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Target the right market

In the early summer of , Aviva Weiss, co-founder and lead designer of Fun and Function, faced a dilemma. Her company—which makes items for special-needs children, such as therapy balls that help children develop fine motor skills—had grown more than sevenfold from to It stood out from larger competitors for its products and for its catalog, which featured photographs of items in home and outdoor settings and spoke directly to parents in a colloquial rather than a clinical tone. Now, as the Merion Station, Pennsylvania—based company was producing its new catalog, Weiss and her co-founder and husband, Haskel, were being challenged to make some big changes. The challenge came from a newly hired executive, Ilana Danneman, an expert in the special-needs market who had previously worked for a rival that sold primarily to institutional customers such as schools and hospitals.
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Content marketing is no exception. Choosing the right target market means narrowing down your audience to a group of people with similar characteristics, shared traits, and even niche hobbies and interests. Not only will this dilute your message for the sake of making it universally relatable, it will also hinder you from building strong connections with those who are most in need of your products or services. Even the Super Bowl is seeing dwindling TV reach each year as viewers turn to different platforms to watch it! For brands with limited marketing budget, it is important that your message reaches a well-defined target market in the most cost-efficient way possible.
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