The chances of success for a small business are highly dependent on the identification of a market niche, or the discovery of a specific need which has not yet been fulfilled. Thus, the importance of “segmenting” or “dividing” the market in a way which results in the identification of a group of consumers that corresponds to this niche; this group is known as the “target customers”.
In order to find our target market, we will need to conduct proper market research, which will enable identification of the characteristics of the group, purchasing motivations, communication codes and the communication methods used. Therefore, the positioning of our product/service needs to be made, in other words, how we want out target customers to remember us.  

Summary: 

1. Introduction
2. Objectives
3. Segmentation and selection of the target customers
4. How do I design a positioning strategy?
5. Use of the marketing mix
6. Strategy for pricing, product, placement and promotion
7. Glossary