Effective marketing requires identification of the target segments and employing the most appropriate segmentation and targeting strategies that ensure there is the ability to address the needs of each segment and that ability is effectively communicated in a manner that captures the segment’s interest.
Given the number of targets, it can be said that there are multiple targets for HCC given that various variables can be used including the demographics and Geographic location. That means that there are various means by which the market can be segmented given the need to address the differences in the markets demographics and geographical location (Kotler & Armstrong 452).
Regarding the geographic segmentation, there should be a focus on local, international and national segments that are different regarding segment sizes and cultures. In that respect, the HCC has national, local and international segments to focus on. This requires planning differently considering their differences that defines the interest in learning and education services. On the other hand, the demographic segmentation is based on the shared qualities and demographics such as education level, income, gender, and age. With that, the various segments would have varying needs and expectations regarding learning (Kotler & Armstrong 454).
Thus, the college should employ differentiated targeting strategy that seeks to address the various target segments in ways that feature their needs and defining traits. The strategy is appropriate given that the different segments would have varying needs as well as preferences that can only be effectively addressed through different approaches.
In that view, HCC should employ varying strategies such as communicating differently the benefits that the services offers each target segment given its different traits and needs. With that, the college would be more effective in ensuring that the interest of the various geographical and demographic segments is captured.
Works cited
Kotler, P. and Armstrong, G. Principle of Marketing. 13th Ed. European Edition, London, 2009.
