Targeting Strategies Business & Marketing Essay Paper

Targeting Strategies
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Targeting Strategies
Marketing is one of the fundamental strategies of expediting the effective operation of an organization and attainment of set objectives. Targeting is a relevant aspect of marketing and choosing the right segment in communicating a promotional message. Undifferentiated, differentiated, and concentrated targeting are some of the leading marketing strategies when aiming products and services to precise segments. The undifferentiated marketing entails the implementation of a single policy and directing it to the entire market. Conversely, differentiated marketing customizes efforts for each of the segments in the market. Concentrated marketing involves tailoring marketing strategies for a specific sector. Coca-Cola, McDonald’s, and Whole Foods are the three companies, which utilize the three approaches in targeting their customers.
Undifferentiated Marketing strategy
Undifferentiated marketing strategy entails a focus on the broader target market rather than a segment of it. The marketing strategy involves the use of a single marketing mix, such as promotional effort, placement, price, and product. The core objective is reaching out to the maximum number of customers in the target market. According to Tomczak, Reinecke, and Kuss (2017, p.97), the consumers in the target market have similar needs for the available products. However, the marketer ought to have all the needed skills and resources in reaching a wide range of customers. A company uses undifferentiated targeting if it sends a similar promotional message to all the consumers in the target market in communicating the benefits of its products. Therefore, the products from the company should be affordable, readily available, and provide similar benefits to the consumers. In such a case, only a few organizations meet the set marketing criteria since it focuses on the entire target market regardless of the variations in segments.
Coca- Cola Company is one of the organizations, which utilize the undifferentiated target marketing strategy based on its sharp brand image. The company used the marketing strategy during the onset of its operation on offering one product with an assumption that it would have universal appeal. The undifferentiated targeting was cheaper than other stratagems since it only produced, distributed, and distributed a single beverage in the market. Currently, the company serves its various drinks using mass marketing techniques. Mass marketing is an approach of addressing all the segments in the market as if they are the same.
Besides, Coca-Coca Company has a competitive advantage over other close rivals in the market, such as Pepsi. Through the use of undifferentiated targeting, the company has an opportunity of saving on costs since it sends similar promotional messages to all the segments (Stewart 2019, p. 221). Equally, the beverages are readily available, thus influencing the company to utilize cost-effective marketing. Coca-Cola uses the same marketing mix for all the customers as a single strategy of appealing to all the segments. However, the company has started producing a wide variety of beverag...