Discussion
This paper discusses the criteria used by The Grate Indoor Company to identify its market segment and target market. The Great Indoors is a decor company owned by Sears Holdings Corporation. In this paper, market segmentation criteria are identified by two important factors, that is, the company’s segment attractiveness and market segment suitability.
The aspects of market segment attractiveness criteria such as the size of the segment, brand loyalty, and competition in the segment for The Great Indoors Company are evaluated together with the factor of market segment suitability. The market suitability criteria evaluate market segments according to how they fit in the objectives, resources, and capabilities of The Great Indoors Company. These two factors provide The Great Indoor Company a clear guide in identifying the target market.
The size of the segment is an aspect considered. The company offers services directly to the majority of most Americans and it is easily accessible. The company has made shopping easier by adding services that the market segment might need (Sear Holdings Corporation, 2008). They include, “Classes and seminars, complete delivery and installation, knowledgeable sales associates, helping decorating ideas and professional design services” (Sears, Roebuck and Co., 2008).
Secondly, The Great Indoors in evaluating the attractiveness of her market segment is brand loyalty. Products sold are from known manufacturers. It has over 30,000 brands of homewares (Sears Holdings Corporation, 2008). Customers can find all manner of indoor adornments and remodeling tips for every room in the house.
The aspect of competition selection is a vital element when selecting a market segment as this directly impacts the target market. The Great Indoor Stores has a new concept in all kitchen experiences. The store’s product line of kitchen appliances is unmatched. The company’s kitchen appliances are splendid. The stores also offer clients the opportunity to test many of these appliances before purchasing. They know how important the kitchen atmosphere is, the right tools that are crucial to the discerning chef.
A firm needs to use the best criteria to come up with the right market segments. The profit potential for a firm will be greater when a firm fits well into the market segment. The Great Indoor Company’s target market includes the following: First, it targets all households because it offers all manner of indoor home adornment and remodeling tips within the four common rooms in the house. The four rooms are the “kitchen, bath, bedroom, and the great room” (Sears Holdings Corporation, 2008).
Second, she targets clients with different tastes and preferences as it offers everything a home could need or a casual browser could want. Lastly, by offering a one-stop shopping experience, the company directly targets all people who can access it. The company has made the shopping experience for people easier by adding services that they might need such as, “classes and seminars, complete delivery and installation, helpful decoration ideas, knowledgeable sales associates, and professional design services (Sears Holdings Corporation, 2008).
Cited Works
Sears Holdings Corporation (2008). The Great Indoors. Web.
Sears, Roebuck, and Co. (2008). Web.