Target Market Profile

The Custom Co. will target its existing customer base, including the main categories of services and products.

Services: The Custom Co. is predicted to be extremely profitable. Customers want to be guided through the choice process, especially when it comes to graphic design, to ensure they make the best decision possible. Customers are increasingly anticipating speedy jobs. Other embroidery shops that are accustomed to taking their time and providing bad service will have a leg up on The Custom Co. The Custom Co. will now have a competitive advantage in this sector because it is already used to offering this high level of service and fulfilling tight turnaround times.

Customization: Customers want lots of options, but not so many that it makes the decision difficult. The Custom Co. offers many options and backs those options up by providing consultants to help the customer find the best fit. The graphic art team also makes customization easier with laser printing and the capability to make designs from scratch instead of working from stock designs.

Products:

By continuing to target the current customer categories, The Custom Co. hopes to capitalize on the loyalty of its repeat customers. The Custom Co. will not have to create a string of brand loyalty. It will simply work to strengthen the brand loyalty and image its customers already perceive.

Each of these customer categories also has a strong history of demanding high-quality goods.

Quality takes precedence over the price for many of these customers, allowing for premium prices.

without the threat of decreasing demand.

Each customer group already regularly purchases one of the complementary goods from the new

pens and embroidered items. The company will offer these new products to increase demand.

repeat business, further developing relationships with valued customers. This also offers the

Customers have a wider range of ways to manage the consistency of their image.