It may be tempting to broaden the scope of the target market, but this is actually counterproductive. A strategic plan will yield far better results if it’s geared towards a specific, relevant target audience. Skipping this step would mean wasting time and money on ineffective marketing efforts. There’s no point in addressing a market segment if it’s not interested, or if it’s already saturated by your competitors. Find out more about market segmentation and how it can help you identify your target audience.