Companies can choose from four market coverage strategy:
1. Undifferentiated targeting strategy, this strategy is considered a market as a huge market with similar needs, so that there is only one marketing mix used to serve all markets.
Companies rely on the production, distribution, and advertising in mass in order to create a superior image in the eyes of most consumers.
2. Differentiated targeting strategy, the company produces several products that have different Consumers require variations and changes so that the company strives to offer a wide range of products that can meet those needs variation.
3. Concentrated targeting strategy, the company focuses more on product offers multiple one segment that is considered the most potential.
4. Custom targeting strategy, more leads to the approach to the customer individually.
Steps in developing a targeting are:
1. Evaluate the attractiveness of each segment by using variable-variables that can quantify the possibility of requests from each segment, the cost of serving each segment, and the alignment of core competence of the company and the target market opportunities.
2. Select one or more target segments based on the potential that want to be served and the segment profit for compliance with the corporate strategy of the company.