Now the firm chooses the segment that it wishes to serve. A target market is a set of buyers with common characteristics which a company decides to serve. 12 of 15 Undifferentiated Our marketin Marketing mix I Marketing mix 2 Marketing mix 3 The firm may choose to apply Carcentrated Segment Segment 2 Segment 3 Seman Segment 2 Segment 3 C. Positioning It essentially means developing a theme which will provide a meaningful distinction for customers. Three possible strategies include: 1. Strengthening a company's current leadership position by reinforcing the original concepts that led to the present position. 2. Establishing a new position - looking for a new openings in the market. 3. Attempt to de-position or re-position the competition