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Market segment

Market segment is a subgroup of individuals having common characteristics that makes them to call for the same product from the market (Lamb, C. W. , Hair, J. F. & McDaniel, C. 2003, pg 214). For segment to be true, it has to poses some criteria such as; be distinct from the other segments in the markets, must have same needs within themselves, react the same way to market incentive and can the reached by the market involvement.

Therefore, the target market segment is one of the market segments that an organization aims to fulfill their needs and demand from the market. Different organizations have different target market. Target Market Segments In Sony company, for their sell of the laptops, they have come up with more than one target market and every market have their own needs in which they are up to attain them. One of the major market segments today is the small businesses or the retail market in the country (D’Onofrio, N. 2006).

These are the customer who needs the product at a reduced price of the commodity so that they can be able to attain their profit after the sale of the goods to the consumers. Other than

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the low price of the commodity to be offered to them, the market also needs many variations of the goods to be able to sustain the demands of the consumer, with this, they have to be of high quality so as to sustain the competition in the laptop market. The organization also distributes its goods to the institutions and the schools around the world.

These are the group of individual who needs the commodity for the study purposes and thus, all they need from the organization is the quality of the good to attain their goals at the institution (LINC Japan, 2005, pg 53). With this, the company is forced to use better soft wares for the education purposes to meet the needs of this market segment. Advertisement of the Product to the Target Market Segment In the advertisement of the products to the market, the company has introduced two forms of ads.

First, the ads indicates a tattooed infant on a sickbay table still attached to its navel cord, secondly, the ads indicates the head of a mature man intruding from a woman in labor (Anonym, 2007, pg 11). With these ads, the company is trying to indicate the nature of its product to the consumers. They are indicating as much as the product seems to be of old version, it is capable of attainting the modern needs in the society. This has led to the increase in their sell in the market.

In order to reach to these market groups, the company has come up with different modes of the advertisements. For the institutions and schools, the organization has tried to incorporate the symbols in the books covers of the institution so that the institution may see the importance of the commodity in their day to day activities. For the retailers, they have incorporated the photos in the televisions and posters in the street to reach for them wherever they are. Conclusion

In summary, we can say that, as much as Sony laptop had depreciated in their level of sales in the market, they are now experiencing an increase due to their new strategy of sale to the target markets that they have.


Anonym, (2007) Get the Sony Style Case Study on Sony’s Marketing Branding and Promotion pp 7-11 Germany: GRIN Verlag Publisher Sloman, J. (2004) Economics and the Business Environment 2nd Ed pp 168 United States: Financial Times Prentice Hall Hooley, G. J. , Saunders, J. A. & Piercy, N. (2004) Marketing Strategy and Competitive Positioning 3rd Ed pp 41 United States: Financial Times/Prentice Hall

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