Delivering the Appropriate Good to the Right People, Essay Example

Planning on delivering the appropriate good to the right people at the right time takes informed business decisions by the leadership of the organization.  Within the ALLSTAR brands, the over-the-counter (OTC) medicine that is provided is used by certain demographics within the population.  Certain groups of users of the OTC medication utilize the products and product types at varying points of the season as well.  The business wants to operate at maxim efficiency while balancing maximum effectiveness which would result in positive revenue and profit for the organization.

The target market represents the group of customers in which ALLSTAR can focus their marketing and goods toward based on the perceived demand from this group.  The first leg of the marketing team’s strategic intent is to define and exploit the target market for maximum organizational gain.  Within the organization, the OTC medications are designed to provide relief to various cold and allergy symptoms.  Within this area of expertise, the market for sales is large in both the younger adolescent group and the aging population.  That being said, the demographics are pivotal within the age brackets and tend to trail off during the middle age groups.  The potential downturn of use by middle age groups can be turned into a positive by utilizing marketing to the parent, which is in the age of non-users, of those users in the adolescent age groups.Children ages 12 and younger utilize OTC medications administered by their parents.  The target markets include the age demographics highly centralized with young families at 26.7% of the market and 29.7% for mature families.  Young singles and empty nesters combine for 29.2% total but carry a higher usage of ALLSTAR brand.  As family progress from young to mature, the level of income increases.  The older the family the more they are willing to pay for OTC medication.