Company X Pearl Jewelry Target Market Selection

With the development of economy and civilization, and the improvement of people's income and living standards, they are no longer satisfied with the needs of necessities, but have gradually transformed into the pursuit of intellectual fashionable life, and the emphasis on personality-shaping. Since the 1980s, China's pearl industry has been changed unprecedentedly by a recovery to the rapid growth stage which is now becoming another consumption hot spot after the real estate, automobiles, household appliances, and cosmetics. While pearl has always been appreciated by people and considered to be the super star among all the pearl in the world. China is the earlist country which discovers and uses pearl, and now more and more people are beginning to use pearl to process and go with other pearls.However, in recent years, affected and stimulated by consumer demand, an increasing number of people are beginning to participate in the pearl's culturing and processing which speedly increased the number of enterprises. But without market segments, most enterprises still work in the traditional market where the products and management mode are becoming the same, competitions are in the same area, and who never exploit new markets to win the new consumer group. Therefore in the face of increasingly fierce competition, some small-scale pearl enterprises have been elimiated by reducing the price, which make the enterprise profits decreased step by step.In view of this situation, the best way is to use their own advantages to investigate the market segments, and to select appropriate target markets to make appropriate marketing mix strategies for their own enterprises, and to consolidate the target markets which have been occupied and can be occupied to constantly expand market share.At first, the text deeply investigate the market environment the jewelry situated, and then make jewelry market segments depend on the market questionaire about X company's jewelry. Accordingly, can choose an appropriated target market for X company and put forward a feasible marketing strategy and project by analysing X company's SWOT.