Rockelle Gardner American Public University System MKTG400, Course Final, December 2017. Business Problem regarding Selection of Target Customer. In order to deliver the customer base with the product or service demanded and preferred by them an organization needs to select the target customer in a strategic manner MaRS 2009. Incorrect selection of target customers often leads to failure of business campaigns online and offline. It has been estimated that in the UK only 47 campaigns succeed to fulfill the needs and demands of the target customer base while others fail miserably. The prime reason behind this failure being a selection of ineffective target customers Gee 2016. Even Malaysia Airlines set the prime example of failure in its campaign named my ultimate bucket list when the company succumbed to the bucket list contests set by other airlines Burke 2015. Prior to the start of a new business or launch of a new product in the existing market an organization needs to conduct in-depth marketing research for targeting the appropriate group of customers. It is a matter of fact that ventures gain popularity and long term success due to effective marketing research while identifying the most productive target market Zikmund Babin Carr and Griffin 2013. This research also includes identification of the problems of the customers while pointing out realistic competitors. Effective marketing research helps the businessmen in keeping up with the ongoing market trends while maintaining a competitive edge through proper framing of the business opportunity Zikmund et al 2013.
