Market is described as people or organization with needs to satisfy, money to use, and the readiness to use said money. However, inside the entire market, there is always some multiplicity among buyers. There are people who would like to spend their money to rest and relax for instance in a cruise, but for others it will be more adventurous and exciting to go on mountain climbing. Therefore, it is essential that the potential target markets must be identified and described before devising any strategy to persuade them buy certain products or services.

This practice of segregating the total market for a good or service into a number of smaller, internally homogeneous groups is called segmentation. Definition of the Segmentation Bases The first cut at segmenting a market is the rationale for buying. Marketers also have to be reminded that the bases for segmenting must be measurable and obtainable. The ultimate consumers buy goods and/or services for their own personal or household consumption.

While business buyers are composed of business, industrial or institutional firms that purchase goods and/or services for use in their respective organizations, for resale or for producing other products. There are four manners in segmenting consumer markets, namely geographic, demographic, psychographic and behavioral. It is a fact that consumer’ wants and product usage are dictated by the location where people live and work, which is geographic segmentation. This segmentation is further subdivided into regions, counties, cities and towns. The most well-known basis of segmentation is demographic.

Among the variables used alone or in combination under this segmentation are age, gender, life-cycle stage, income and education. Psychographic segmentation on the other hand, entails looking at attributes in relation to how a person thinks feels and behaves, which frequently includes personality characteristics, life-style and social class. Some marketers segment their markets on the basis of product-related behavior like benefits desired, occasions, usage rate, user status, loyalty status, readiness stage and/or attitude toward product, utilizing behavioral segmentation.

Business market segmentation bases are almost the same with that of consumers, with the addition of operating characteristics purchasing approaches, situational factors and personal characteristics. Description of Each of the Target Markets Safariland produced some of the finest and most innovative products for the law enforcement, competitive shooting and military industries. Law enforcement markets consists of individual and/or organizational buyers, who are serving public and private agents concerned with the enforcement of law, order, and public protection.

In contemporary times, duties of these buyers cover an extensive range of activities, like criminal investigation and apprehension, crime prevention, traffic regulation, and maintenance of records. Competitive shooting markets on the other hand, are those people with hobbies of firing with rifle, shotgun, pistol, or revolver at stationary or moving targets, with the desire to join shooting matches. The military industry is composed of both government and commercial industry engaged in research, improvement, production and service of military gear and amenities. Analysis of Two Competitors and their Positioning

There are two leading competitors of Safariland namely, Second Chance Armor, Inc. and Samyang Comtech Co. , Ltd. Second Chance Armor, Inc. is a leading manufacturer of concealable body armor for the law enforcement, government and security markets. It ranked No. 1 in categories of protection, trust, quality, comfort service and technology in a survey made by two law enforcement magazines. The surveys, disclosed that the products of the firm are the most worn and preferred brand by law enforcement officers, because of being the safest ballistic vests on the market.

Samyang Comtech Co. , Ltd is also a growing and leading company in defense industry and applied defense industry locally and internationally. It continuously invested in R&D to be the specialized composite material company in defense industry. Also, it is expanding the overseas network with advanced foreign companies in order to study and develop the global technology. The company’s concentration is to satisfy the customers as a leading firm in digital times with its quality and core technology that is world level.

Analysis of Competitive Advantages Safariland is a customer-centric company with the spirit of innovation and a passion for its customers and products. It is one of the most well-known and respected brands in the industry which started making a few hundred holsters to more than 5,000 within a few months, since 1964. Truly, the company is among the best that provides the best customer experience in the industry. Development of Value Proposition and Positioning Statement Safariland offers the finest and highly innovative products in comparable price.

This means that the company being a respected brand offers high quality products to its clientele in price that is competitive in the marketplace. The company has maintained the same spirit of innovation and passion for protecting their customers that existed back in 1964, with their unchanged motto: Together, we save lives. Conclusion Safariland is a highly competitive company with its passion of creating quality and innovative products for the safety and protection of its customers. Among one of the best in the industry, it continuously provides the best experience-thus satisfaction.