Target Market Expansion – How to grow by expanding your target market

Appinio Research · 01.06.2023 · 12min read

Coworkers conducting a target market expansion and segmentation workshop

In the dynamic landscape of business, growth and sustainability are paramount. To thrive in a competitive marketplace, companies need to constantly explore new avenues and expand their customer base. 


This is where target market expansion becomes a crucial strategy.


Target market expansion requires a deep understanding of the current target market, thorough market research, and a well-defined market entry strategy.
By identifying new customer segments that align with their offerings, businesses can tailor their marketing efforts, optimise their products or services, and create compelling value propositions.


In this blog post, we will delve into:

  • The intricacies of target market expansion
  • Explore the steps involved in target market expansion
  • Highlight the benefits it can bring to businesses


Whether you are a startup seeking to gain a foothold or an established company looking to diversify, Appinio will equip you with the knowledge to embark on an effective target market expansion journey.


What is target market expansion?

First things first: target market expansion refers to the strategic process of identifying and pursuing new market segments or customer groups to broaden the reach and impact of a product or service. By venturing beyond the existing customer base, businesses can tap into untapped markets, diversify their revenue streams, and propel their growth trajectory.


Target market expansion is not merely a quest for more customers; it is a means to drive sustainable business growth. 

Relying solely on existing markets can lead to stagnation and missed opportunities, so by expanding the target market or adding a new product or service to their portfolio, businesses can unlock new potential, stay ahead of competitors, and adapt to evolving consumer demands.


Target market expansion enables businesses to explore fresh territories, reach new demographics, and cater to emerging trends. It allows for increased market penetration, the potential for higher sales volumes, and the possibility of establishing a wider brand presence. Moreover, expanding into new segments can reduce dependency on a single market and mitigate risks associated with market fluctuations.


So, let’s start with the first step of your target market expansion: understanding your current target market and evaluating its growth potential.


Understanding your current target market

Before embarking on a target market expansion strategy, it is essential to gain a comprehensive understanding of your current target market. 


A target market refers to a specific group of consumers or businesses that a company aims to reach with its products or services. It is a well-defined segment of the overall market that the company identifies as having the greatest potential to buy its offerings.


Evaluating your existing customer base and market dynamics will provide insights into the potential for growth and guide your expansion efforts.

  • Evaluating the existing target market

    Start by assessing the characteristics and demographics of your current target audience. Who are they? What are their age groups, genders, locations, and income levels? Understanding these details will help you identify any patterns or trends within your existing market.


  • Identifying market saturation and growth potential

    Determine if your current market is saturated or if there are untapped growth opportunities. Are there signs of market saturation, where demand has plateaued? Alternatively, are there indications of untapped potential, such as unmet needs or underserved customer segments? Analysing these factors by conducting a simple SWOT analysis could give you a clearer picture of the potential for expansion.


  • Assessing customer needs, preferences, and behaviours

    Dive deeper into your customers' needs, preferences, and behaviours. Conduct market research to gather insights into their motivations, pain points, and buying habits. This information will help you understand how well your current offerings meet their needs and identify areas for improvement or expansion.


By evaluating your existing target market, you can gain valuable insights into its dynamics, strengths, and limitations. This understanding will serve as a foundation for your target market expansion efforts. In the next section, we will explore the role of market research in identifying new opportunities and expanding your reach.


Market research for target market expansion

Now that you have thoroughly investigated your target audience, you’ll need to explore everything that is new and identify how your business can fit in with a new target group, a new market or a new product.

Market research plays a crucial role in identifying new opportunities and guiding target market expansion efforts.


  • Conducting market research to identify new opportunities

Start by conducting thorough market research to uncover potential opportunities for expansion. Explore market trends, industry reports, and consumer behaviour studies to gain a broader perspective on emerging markets, changing customer preferences, and new market segments. This research will help you identify untapped areas and niches where your products or services could find a foothold.


  • Exploring market trends and emerging customer segments

Keep a pulse on the market and stay up-to-date with the latest trends and emerging customer segments. This includes monitoring shifts in consumer behaviour, technological advancements, and social and cultural influences that impact the market.


  • Utilising customer feedback and surveys

Leverage the power of customer feedback and surveys to gather insights directly from your target audience. Conduct surveys, interviews, or focus groups to understand their preferences, challenges, and expectations. By listening to your customers, you can identify areas of improvement, uncover unmet needs, and uncover potential segments to target.

Market research provides a solid foundation for target market expansion by bringing clarity to the market landscape, customer preferences, and emerging opportunities. Armed with this knowledge, you can move forward to identify and define new target market segments. 


The next section will delve into the process of identifying these segments and developing target personas.


Identifying new target market segments

To successfully expand your target market, it is crucial to identify and define new market segments that align with your business goals and offerings. By segmenting the market, you can tailor your marketing efforts and deliver personalised experiences to each group, maximising your chances of success.


  • Defining relevant segmentation variables 

Start by determining the most relevant segmentation variables for your business. These variables can include demographics (age, gender, income), psychographics (lifestyles, values, interests), geographic location, or behavioural patterns (usage, loyalty, buying habits). Choose variables that are meaningful and align with your product or service.


  • Analysing demographics, psychographics, and geographic factors 

Once you have defined your segmentation variables, conduct in-depth analysis to understand the characteristics and preferences of potential new market segments. Explore demographic data, psychographic profiles, and geographic factors to gain insights into the specific needs, desires, and behaviours of these segments.


  • Recognising unmet needs and untapped markets 

Look for unmet needs or underserved markets within your industry. Identify gaps in the market where your offerings can provide unique value or where existing competitors may not be adequately addressing customer demands. These unmet needs and untapped markets can present attractive opportunities for target market expansion.


By identifying new target market segments, you can refine your offerings to better cater to them.


Offerings for new segments

To successfully expand your target market, it is essential to optimise your products or services, or create new ones to cater to the unique needs and preferences of each new segment.

Once you have a good understanding of your target audience and your target market, you will be able to enhance customer satisfaction and drive growth within the expanded market by doing the following:


  • Modifying existing offerings to meet new market needs
    Evaluate your existing products or services, do they meet the needs of your new target segments and market(s)? If yes, then you’re good to go, otherwise you’ll need to identify the areas where modifications are needed to better meet their needs.

    This may involve adding new features, adjusting pricing, improving usability, or addressing specific pain points. By aligning your offerings with the expectations of the new segments, you can enhance their relevance and appeal.


  • Developing new product variations or features
    If your existing offerings are not suitable for your new target market(s), consider developing new product variations or features that cater specifically to the requirements of each target segment. The market research you conducted when scouting for new segments and markets should have given you an indication already. But you should carry out even more specific market research studies, like concept testing and iteratively adjust based on user feedback. This can help you differentiate yourself from competitors and provide unique value to the new segments.


  • Ensuring competitive pricing and value proposition
    Review your pricing strategy either with the Gabor-Granger or Van Westendorp methods, and ensure it  aligns with the perceived value of your offerings in the eyes of each new segment. By optimising your pricing and value proposition, you can effectively position yourself in the expanded market.


By doing this, you’ll enhance your competitiveness and increase the likelihood of success in the expanded market. In the next section, we will discuss the implementation and monitoring of your target market expansion efforts.


Tailoring marketing strategies for new segments

Once you have identified new target market segments (you can even go as far as creating target personas!) and refined your offerings, it's essential to tailor your marketing strategies to effectively reach and engage these specific groups. 

By customising your messaging, channels, and tactics, you can maximise your impact and connect with your expanded target market.


  • Adapt messaging and communication channels
    Customise your messaging to resonate with the unique needs, values, and aspirations of each target segment and identify the most effective communication channels for reaching each segment, whether it's through social media, email marketing, content marketing, or traditional advertising.


  • Develop targeted advertising campaigns
    By tailoring your ads to resonate with each segment, you can increase relevance and engagement.


  • Use digital marketing and social media strategies
    Leverage these channels to reach your new target market effectively. Develop social media campaigns, influencer partnerships, and content strategies that align with the preferences and behaviours of each segment.


By tailoring your marketing strategies to each new target segment, you can create personalised experiences that resonate with their needs, preferences, and aspirations.


Implementing and monitoring target market expansion efforts

Implementing and monitoring your target market expansion efforts is crucial to ensure the effectiveness of your strategies and make necessary adjustments along the way. By closely monitoring key metrics and staying agile, you can optimise your approach and maximise the results of your expansion endeavours.


  1. Develop a Market Entry Strategy. This is a critical component of target market expansion. While target market expansion focuses on identifying and pursuing new market segments or customer groups, a market entry strategy outlines the approach and tactics for entering and establishing a presence in those new markets. It serves as a roadmap for successfully penetrating and navigating unfamiliar territories.
    When expanding into new target markets, businesses need to consider various factors such as cultural nuances, legal and regulatory requirements, competitive landscape, distribution channels, and customer preferences.

  2. Develop a comprehensive implementation plan. Create a well-defined implementation plan that outlines the specific actions, timelines, and responsibilities associated with your target market expansion.

  3. Set measurable goals and Key Performance Indicators (KPIs). Establish measurable goals and KPIs (e.g. revenue growth, customer acquisition rates, or customer satisfaction) that align with your target market expansion objectives. 

  4. Regularly analyse and evaluate performance, continuously analyse and evaluate the performance of your target market expansion initiatives. Monitor key metrics, collect feedback, and review market trends to assess the effectiveness of your strategies.

  5. Making iterative adjustments and adaptations: Market dynamics may change, customer needs may evolve, and competition may intensify. By staying agile and responsive, you can adapt your approach to maximise your chances of success.


By implementing your target market expansion plan effectively and monitoring its progress, you can optimise your strategies, make informed decisions, and drive sustainable growth.



In the frenetic and competitive landscape of business, target market expansion emerges as a crucial strategy to unlock growth and ensure long-term sustainability. 


By understanding your current target market, conducting thorough market research, identifying new market segments, refining your offerings, and tailoring your marketing strategies, you can effectively expand your reach and tap into untapped opportunities. 


Target market expansion allows businesses to diversify their customer base, adapt to evolving demands, and establish a wider brand presence. 


By implementing and monitoring these efforts, companies can optimise their strategies, make data-driven decisions, and drive sustainable growth in the ever-evolving market landscape.


Interested in running your own study?


In our dashboard, you will find questionnaire templates that you can customise and get the insights you need to bring your brand to the next level.


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