Target Marketing - Why It's Important For Small, Enterprises and companies in Nigeria

One of the worst mistakes enterprises or companies in Nigeria make is trying to make their product or service attractive to too many markets. Many inexperienced business owners would say, "their product is so wonderful that 'EVERYONE on the planet' will buy it!" Then when you talk to them a few months or days later, they're either out of business, or close to it. Some of them may even tell you it was as a result of ‘’villagers’’ evil spirit, sin, wicked ones, wizards e.t.c

If you do not have a targeted market, then you are trying to please everyone, you'll end up pleasing no one. Although there could be many different groups (market segments) that could use your product, they all have different requirements and desires, and are trying to solve different problems. For example, if you sell the same product or service to the health care sector and education sector in Nigeria, you'll receive requests for feature enhancements and services that address issues that are unique to each sector such as Health Insurance and pension act of 2014 and Average performance on education related issues at the end of the year.

This is usually a big problem for small enterprises or companies in Nigeria because they tend to have limited resources. So, when they get swamped with support problems and enhancement requests from different market segments, they can't satisfy them adequately. As a result, customers become dissatisfied and defect to competitors.

A better strategy would be to concentrate on solving a specific problem for a well-defined target market, regardless of industry. An example of a company that does this well is Inner Konsult Ltd (www.innerkonsult.com) a company that specializes on accounting and tax services in Nigeria
The next challenge on target marketing is how to get data for marketing such as, business name, telephone numbers, contact address, email address, website and the nature of products and activities. Visit offline Nigeria Business directory where you can download over 700,000 business directory on your laptop and start marketing your products.
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