Chapter 8: Segmenting and Targeting Markets

A Market Segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Razer has combined strategies of selecting and segmenting target markets. The technology market is always changing and moving forward so Razer uses various of techniques to attract consumers all around the world.

Apple uses strategies for segmenting markets such as Geographic Segmentation in the placement of their main bases. There are over 10 stores in all around the world in order to concentrate consumer in one place. The concentration helps Razer to understand customers wants and needs. Beside, in some ways, they DO use Demographic Segmentation in order to define groups of people who are mostly like to buy their products. They are definitely focusing on a certain target market.Razer has used Concentrated Targeting strategy to select a market niche for targeting its marketing efforts. Razer has been working on developing different product lines and product mix that might bring more benefit. Obviously, they are targeting to a group of people-Gamers and it seems that they has been quite successful. Even though the market of technology is hard to target, but they always try to bring the competitive edge for every gamer all around the universe.

For Gamers. By Gamers.

Team Razer.