Explain potential, alignment, and marketability with respect to targeting consumer markets

What will be an ideal response?

Once the segments of a market have been identified by a company, the next step is to decide which of the segments
the company should target. Targeting every segment is generally not profitable. The following three factors must be
considered while targeting a market:
Potential: To extract financial benefit from a segment, it should be large, growing, and profitable to serve.
Alignment: The segment should align with the mission, resources, and competitive advantages of the organization.
We need to determine if consumers perceive a fit between the technological capabilities of the company and the
needs of the segment.
Marketability: Segments should also have certain characteristics to facilitate marketability, the ability to market
effectively to that segment. We need to consider accessibility—the ease of reaching our target market. We also need
to ensure that the segments are distinct from each other. Another characteristic is the ease of creating a value
proposition that clearly differentiates our service or product from others in that segment.