I.

INTRODUCTION (ALEA)
Assuming one or more segments offer significant opportunities to
achieve organizational goal objectives, marketers must decide which
offer the most potential at reasonable costs.

Firm’s management must investigate whether the organization

has sufficient financial resources, managerial skills, employee expertise
and facilities to compete effectively in the selected segments.

II. NEGATIVES (1 person)

The firm must also consider the possibility that the requirements
of some market segments are at odds with the firm’s overall objectives,
and that possible legal problems, conflicts with interest groups, and
technological advancements will render certain segments unattractive.

Example: Kapag nagtayo ng bar, kahit mabenta ang inuman sa mga

estudyante at maganda na sila yung maging target market, kailangan
iconsider yung posibilidad na baka pagsarahin ang bar kapag may mga
nahuling estudyante na umiinom doon ng school hours or kapag naka
uniform sila, etc. Lalo na ngayon sa Manila, hindi na puwede magbenta
ng alak sa mga malalapit sa schools.

III. FACTOR THAT INFLUENCE SELECTION #1: PROFITABILITY (1

person)
The first factor that influence the selection of a specific market
segment is the profitability or which market segment will the business
earn profit more. If a business has more than one possible target
market, then we should choose where we can earn profit out of the
most.
Explanation: Kung more than one yung pwedeng target market sa isang
negosyo, mas maganda mag focus dun sa target market kung saan alam
natin na mas kikita tayo sa kanila compared dun sa isa.
Example: Sa pagtatayo ng bar, kanino mas kikita? Sa mga employed
people na sumesweldo or sa mga estudyante na binibigyan ng
allowance?

IV. FACTOR THAT INFLUENCE SELECTION #2: SIZE OF SEGMENT (1

person)
Another factor is the size of the segment. If there are more than one
possible target market, we should take into consideration the size of
the segment in that specific location of the business so we can
maximize business work, manpower and profit.

Explanation: Kung hindi lang isa yung pwedeng target market, dapat
iconsider kung alin sa mga yun ang may pinakamalaking number of
people para mamaximize yung trabaho at kita sa negosyo.
Example: Kung magtatayo ng bar sa may De Venecia Highway, sino ang
mas marami sa mga target market? Mas marami bang employed sa
Dagupan or mas marami ang estudyante? Para kung sino yung mas
marami, dun magfofocus na imarket yung negosyo para maraming
pumunta sa business mo.

V. FACTOR THAT INFLUENCE SELECTION #3: COMPETITION IN THE

SEGMENT (1 person)
Competition is normal in the business world. We should know take
into consideration if we would like to choose a target market where we
have a lot of competitors or select a target market where there are only
a few competitors.

Explanation: Kung more than one yung pwedeng target market,

isipin natin mabuti kung marami na bang competitor dun sa target
 market na yun at kung saan natin gusto pumunta. Dun sa konti lang
yung kalaban o dun sa maraming kalaban.Pero syempre kung
marami ang competitors, dapat magaling tayo magmarket o
advertise nung business or product.
Example: Coffee shop. Kadalasan sa mga coffee shop (like Starbucks,
Pebble Beach, Bo’s Coffee) ang mga nandoon ay mga employed
people, families, mga tao na 20 years old and above. Kaya kung
magtatayo tayo ng coffee shop, puwedeng ang itarget ay ang mga
estudyante or mga taong 19 years old and below para hindi
masyadong marami ang kalaban sa negosyo. Or puwedeng target
market natin is kapareho ng target market ng Starbucks pero dapat
galingan ang pagmamarket at advertise.

VI. FACTOR THAT INFLUENCE SELECTION #4: BRAND LOYALTY OF

SEGMENT (1 person)
We should also look into who do we think can stay loyal to the
product/business and who can we manipulate into staying with us in
the long term and not people who will only stay at first and will later on
change their minds.

Explanation: Kung more than one yung puwedeng target market,

piliin kung sino yung mas sa tingin natin magiging loyal dun sa product
or business natin at hindi yung sa una lang sila magttry tapos biglang
lilipat din ulit sa ibang lugar or competitor. Dapat pang long term.
Example: Sa pagtayo ng coffee shop, sino ba ang mas Malaki ang
chance na magbabalik balik doon? Sino sa tingin natin yung magiging
loyal sa product natin at makakarecruit or makakarecommend ito sa
ibang tao?

VII. FACTOR THAT INFLUENCE SELECTION #5: SEGMENT GROWTH

RATE (1 person)
This refers to how fast or how slow a target segment grows over
time that will help the business or marketers clearly choose who to
target, because logically speaking, the bigger the number of target
customers, the bigger the chance of profiting.

Explanation: Sa mga pagpipilian na target market, sino ang mas

marami at sino ang mas mabilis na rumami, dapat itake consider yun
para piliin na main target market ng business kasi kung mas mabilis
sila rumami, mas malaki ang chance na pang long term yung business
at stable or magiincrease pa ang sales overtime.
Example: Pag magtatayo ng milktea shop, sino ba ang mas rumarami
overtime o ang mas dadaming tatangkilik sa product mo? Mga
matatanda, mga employed o mga estudyante?