use nike as the company

3. Systematically analyze each potential segment on your list using the

three steps you learned in the chapter: (1) assess each in terms of

segment size and growth potential, segment competitive forces, and

strategic fit of the segment; (2) for the short set that emerges,

develop profiles of each potential target market, then identify each of

your final set as primary, secondary, tertiary, or abandoned; (3)

select the target marketing approach for each of your primary

targets.

4. Identify the likely sources of differential advantage on which you will

focus later in developing your positioning strategies.