Final Project- Target Market Strategy

Final Project- Target Market Strategy

The strategy we will be focusing on is standardized global marketing which stands for “an international marketing strategy for using basically the same marketing strategy and mix in all the company’s international markets” (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 15, page 26). Can you design a strategy for everyone? The answer is no because it is impossible.

At first, we did try to adapted the business market strategy to fit everyone since different parts of the world has different cultures. However, after doing the market targeting by “process of evaluating each market segment’s attractiveness and selecting one or more segments to enter” (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 6, page 4), we decided to target the most general targets: 16 to 45 age group of customers or the “Generation Y or called the "Net Generation."

Most importantly, the Sweet Nightmares is not an expensive product. It is a product for fun and happiness. Most of them are willing to try new things and shop online. We keep the prices in the right range that they feel they get the right value. When you buy our chocolates, you buy happiness and surprises.