Ysabels daughter: Implementing marketing strategies appropriate to an identified target market

• Main Author: Resurreccion, Theresa
• Format: text
• Language: English
• Published: Animo Repository 2016
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5154
• Institution: De La Salle University

The action research will identify the target market, propose a marketing strategy, investigate its effectiveness, and evaluate how its implementation affects sales performance. Ysabels Daughter ventured into bath and body products that are 100% all natural with no specific target market in mind. The products were first developed before taking into account the type of buyers it will attract therefore it was not making significant sales which hampers the growth prospects of the company. The frameworks used in the action research were the Kotlers Marketing Mix, Market Segmentation, 5 Cs Situation Analysis and different market practices to determine the appropriate market strategy needed to identify the target market. By knowing ones target market, the company can focus its activities that appeals to them thereby limiting its research and budget to those who are likely to become its clients.