Aetna: A Target Market Analysis Essay -- Market Research

Overview: With an evolving market 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 liked 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 while analyzing the company’s strategies and structure, one can recognize the un-doubtful organization in identifying their target market. Through the creation of different subsidiaries, Aetna, Inc. is able to organize its target market and classify their various services based on the target market’s specific demographics. Primary and Secondary Target Markets Being a giant in the insurance market in the United States, Aetna, Inc’s target market is widely spread and can’t be simply classified in primary and secondary targets. The company’s target market’s however, can be divided into two general markets with each having different classifications. Aetna’s 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 Aetna’s 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.html About 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.html Aetna 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.html Miles, 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