Aetna: A Target Market Analysis Essay -- Market Research

Overview With an evolving market place in the various fields marketing, companies needed to readjust their and update their marketing strategies. Centuries ago, a company that needed to market for its products would just post a paper note at the main town street and if people desire the product it would be sold. In the 21st century, marketing became an essential field and necessary branch in any company that plans to succeed. Aetna recognized this necessity and time analyzing the companys strategies and structure, one can recognize the un-doubtful organization in identifying their maneuver market. Through the creation of incompatible subsidiaries, Aetna, Inc. is able to organize its target market and classify their various services based on the target markets peculiar(prenominal) demographics. Primary and Secondary Target MarketsBeing a teras in the insurance market in the United States, Aetna, Incs target market is widely spread and cant be simply assort in primary and secondary targets. The companys target markets however, can be divided into two general markets with each having different classifications. Aetnas target markets can be divided into an American market and an international one. Within the American market, Aetna divided itself into subsidiaries each concentrating on a specific target market. Outside of the American market, Aetna created Aetna International to specifically target various non-American markets. Within Aetnas primary target market, there are seven subsidiaries that target the various American markets. Six of these subsidiaries aim at the various markets in the United States while the seventh aim towards improving the collective services offered by Aetna through the delivery of various health ... ...About Medicity. (2011). In Medicity. Retrieved March 10, 2012, from http//www.medicity.com/about-medicity.htmlAbout Us. (2012). In ActiveHealth Management. Retrieved March 10, 2012, from http//activehealthmanagement.com /Aenta History. (2012). In Aetna. Retrieved March 9, 2012, from http//www.aetna.com/about-aetna-insurance/aetna-corporate-profile/aetna-history/index.htmlAetna Subsidiaries Standalone Companies Owned by Aetna. (2012). In Aetna. Retrieved March 9, 2012, from http//www.aetna.com/about-aetna-insurance/aetna-corporate-profile/subsidiaries.htmlMiles, J., & Armstrong, R. (Narrator). (2011). Rivalry Aetna vs Humana Online video. Fox News Business. Retrieved April 6, 2012, from http//video.foxbusiness.com/v/3893197/rivalry-aetna-vs-humana/Our Mission. (2012). In SRC. Retrieved March 10, 2012, from http//www.aetna.com/src/about/index.html