The importance of Marketing Focus

By Angela Rendjova, Msc International Marketing student. The Claude Littner Business. University ot West London.

The term “marketing focus” is often associated with the chosen segment of customers, one company directs their product to. Within that segment the company tries to differentiate itself from the competitors by providing value, price advantage and an unforgettable experience for the consumers.

The question that troubles most marketer is how wide or narrow should the focus be? Resolving this issue determines the future success of the product. Narrow market segments are easier to understand and the relationship with the consumers tends to be stronger.

On the other hand, wider segment allows variations in product prices, experiments and provides more options regarding the distribution channel.

To sum up, different focus strategies will bring different outcome for the company and therefore it crucial to determine the precise marketing focus that will lead the product or service to success.