HCM 325 Module Two Assignment Worksheet
Identify the target market for your selected service. Consider the following methods for segmenting and describing your target market. Select the three that are most relevant to your project. Conduct research to describe your target market in each of the three areas. Submit your completed worksheet. Do not alter the worksheet or submit the assignment as an essay. You are not required to include a cover page for this and all worksheets. Complete this worksheet by filling in bracketed text. The Module Two Assignment Rubric will be used to assess the following critical elements
: Part I. Target Market
1.
Identify the specific target market for your selected service:
The target market for this service is people of all races, ages, and genders. Specifically, those who don’t have a lot of free time or may not have health insurance. CVS provides more than just the Minute Clinics; it offers many varieties of products and services within its stores. Johnson & Johnson (J&J) supplies most of these products and services.
Part II. Target Market Profile
Describe the target market for the service by collecting information using three relevant segmentation categories:
2.
Geographic segmentation
J&J offers products and services worldwide; however, it has the most significant sales numbers in the United States.
3.
Demographic segmentation
J&J targets people of all genders and ages, providing products and services for everyone. These products include band-aids, Tylenol, baby powder, and medical devices.
4.
Psychographic (lifestyle) segmentation
Many J&J products are used by everyone daily. Products such as baby powder are a staple for almost anyone to keep in their homes and serve multiple purposes. Band-aids are another product that everyone keeps in their homes or first aid kits. Listerine is also a Johnson & Johnson product that most people use daily.
5.
Health risk segmentation
J&J produces and tests its healthcare items before distributing them to retailers. 6.
Usage segmentation
Every product has a recommended use; it is up to the consumer to read and follow these recommendations.
7.
Payer segmentation
The consumers paying for the products and services provide revenue for the company.
8.
Benefit segmentation
J&J ads and products are marketed to make life easier, treat illness, help people remain healthy, and allow people to feel beautiful.
