Abstract

In most economy, the notion of scarcity and choices among resources tend to guide the order of business not to talk of the unexpected economic and financial crisis which hit even the most advance of economic like that of Europe and America thereby making it pertinent for firms to strategically allocate their resources to those markets that can still enhance their profitability objectives and goals regardless of economic events especially that of growing or medium scale business. Chapter one of this research studies tends to unveil the historical background of the concept of market segmentation and targeting as strategies that have adopted way back in time as well and provide the direction or course the study would take. Chapter two tends to explore the works of past authors on the subject of segmentation and targeting which no doubt provides an in-depth analysis and a stepping stone to the following chapters. Chapter three provides a course for data collection method research design as well and date analysis techniques through which meanings of the study should be transmitted. Chapter four tends to show case a thorough out concise interpretation of data obtained. Chapter five provides a summary of the findings of the above chapters relating it to the stated problems as well as provides alternative solutions (recommendations) so as to encourage the practice of market segmentation and   targeting for firms wishing to continue in their respective businesses and as a way of finding a way out of the global economic meltdown.

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