Target Market Strategy

“A company with limited resources might decide to serve only one or a few special segments or “market niches.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 50) Since Emporia is definitely a smaller company manufacturing a single product compared to other competitors in the space we plan to sell a 1.75 L bottle for $24.99. We are literally giving a customer double the value for half the price. This is just another strategy we will use to target our market share not only are we making a quality product but we are giving our market segment a lot of value. As a brand we understand, “A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 49) By selling our bottles in a bigger size for a better price as well as maintaining our brand quality we will create that customer value.