Target Market and Positioning Decision

Retailers first have to define their target markets and then select how they will position themselves in these markets. Should the store focus on upscale, downscale shoppers, or miscalled? Do target shoppers want depth of assortment, variety, convenience, or low prices? Yet they define and profile their retailers, markets cannot make consistent decisions regarding product assortment, pricing, services, store décor, advertising or any of the other decisions that has to support their positions.

Too many retailers fail to describe their target markets and positions visibly. They try to have "something for everyone" and turn out satisfying no market well. By contrast, successful retailers describe their target markets well and position themselves very strongly.