Green & Kriegar (1991) states that target market are that segment of the market to which a particular product of the firm is aimed at. It is often categorised by age, gender, and geography and socio economic analysis.
Hertfordshire Computing targets the local consumers specially the students and office going people. Since the company specialises in providing sales service to customers who do not have computing skills and knowledge, an ideal customer would from the local school or office looking for the optimal machine in accordance to his needs. But the firm also employees trained IT technicians who would be ready to answer queries and help those tech savvy customers looking for upgrades. Services would also be provided to local offices and shops that are looking to purchase either one off or network of computers to help them in running their businesses.
Positioning and Branding
Hertfordshire Computing aims to position itself in the local market along with other specialists and big players to serve the needs of the consumers. But since it is aiming specially at local students and offices, it is slightly differentiating itself from its consumers. Since there is a need to develop a website due to the competitive rules of the industry, the business would encourage consumers to purchase products in their shop as specialised service can be provided to customers. Hence the main agenda of the business is to position itself along the lines of superb sales and after sales support services firm which is able to understand customer needs to the minutest detail.
According to the Business dictionary (2010) “Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyalcustomers”. Herdforshire computing would have to be in business on a specific location and make some influntial sales before pople get to know the service attributes of the business. Local adverstiisng either through hoardings or local television, newspaper or radio would all add up to the brand value of the firm. But whats really important is word of mouth advertising. The business would ensure that it...