Target Marketing and Segmentation


We identify the current positioning within a market and determine the optimal positioning to increase market share and margin. By comparing the strengths and weaknesses of each competitor with the most suitable market segments, one is able to identify potential opportunities for repositioning. In addition, we identify the value propositions for each market segment that will provide a strategic competitive advantage.

For B2B solutions it is necessary to understand decision makers by each line of business (LOB) to ensure you create the right messaging that compels them to have a positive influence on the decision making process. RHA has a unique process of measuring the messaging and the impact on the decision making process.

One of the tools that we use to determine the current position is a gap analysis for each significant competitor to identify strengths and weaknesses. Other tools may include cluster and factor analysis to determine overall positioning in large and diverse markets.