Target markets are the customer segments, within a broader population of potential customers, that a company intends to sell its product or service into. Choosing them is a consequential strategy decision rather than a description: a well-chosen target market is specific enough to design a whole solution around and to reach efficiently, often beginning with a representative beachhead segment that success can be extended from.
Target Markets anchor the demand side of the BRI Strategy Framework — the Target Markets & Unmet Need dimension — alongside the unmet needs and jobs to be done those segments carry. They scope the market sizing on the financial side and the competing alternatives on the differentiation side. For the full treatment, see the Strategy Framework pillar at /supporting/strategy-framework. Related Terminology Index entries: Unmet Needs; Jobs to Be Done (JTBD); Beachhead Segment; Market Sizing; Target Use Cases.
