Its important for the target market to be as diverse mostly because the marketplace consists of consumers that come from a variety of socioeconomic and cultural backgrounds.
Its important to understand that ORA Hygiene has adopted a traditional business model of high volume and low-margin. Low-margin businesses typically benefit from economies of scale, meaning that a business like ORA Hygiene Covers can produce a high volume of covers goods quickly and at a low cost and distribute them to the many public toilet users.
The target market segmentation process will have to take this into consideration because this posses an opportunity to supply a wide target market because its important for ORA Hygiene to maximise profits as best possible.
ORA Hygiene will focus its business on two markets of which consist of ordinary consumers and businesses that supply public toilet facilities.
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