What is a Geographic Market and What is its Role in Your Business by ApptivoAptivo


									What is a Geographic Market and What is its Role in Your
There’s a lot a lot of buzz in the business world about geographic segmentation and geographic
market, but what is it and what does it mean to your business? Glad you asked. When a market
is classified by geographical segmentation it is said to be a geographic market.

Geographical segmentation will seek to determine marketing strategies that will work in a
specific geographic market based on climate, lifestyle, location, and language. Geographic
markets will vary in size depending on location. There are three components that distinguish a
geographic market:

   Population density
   Climate
   Language
Each of these components can be further broken down into subunits. A regional geographic
market can be segmented into counties, metropolitan areas, rural areas, suburban areas, urban
areas, regions by size, regions by population density, etc.

The geographic market is very important to your business. It’s important when you are first
deciding where to open your business, and it’s important when you are thinking about
expanding into a new area. The right geographic market can make or break your business so be
sure to give it the attention it deserves.

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Let’s look at an example. Let’s say you have a tattoo and body piercing business. Your current
location is in a metropolitan area where the median age of those living and working in the area
is 24. It’s a highly urbanized area with a young childless population that likes to indulge

You are considering expanding into a new geographic area and you’ve located the ideal space in
a suburb where there is one mall and only a handful of independent businesses. The average age
is 34 with 2.3 children. It’s highly likely if you expand to this geographic area that your new
location will fail miserably. Why? Well because your target market is nowhere to be found.

© 2011 Apptivo Inc. All rights reserved.
When expanding into a new market there is much more to your decision than an affordable
physical location. You can have the best priced location but if your market is nowhere to be
found it will not do you any good. Take the time to learn who your market is and where you will
find them. Give your expansion the attention it deserves and you will be rewarded with success.

Expanding into a new geographic market is a great way to grow your business and expand your
revenue when done correctly. Make the most out of this opportunity and you’ll be rewarded by
it for years to come.

© 2011 Apptivo Inc. All rights reserved.

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