Business knows that they cannot appeal to all buyers in their markets or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered, and too varied in their needs and buying practices. Hence, many companies today are smartly moving away from mass marketing into target marketing in which they identify market segments, select one or more markets to venture in, and develop products and marketing mixes tailored to each market.

Choose ONE company (Nestle) as your example. You may choose the same company as your 1st assignment and do it in the same group. Explain how this company identifies market segments, chooses a target marketing strategy & positions it.

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