by Evashnee Naidu, founder of enablED

How important is it to identify your target market? The old adage of create a product and customers will come has definitely gone out the door. In today’s world we are exposed to products, brands and services with a global reach. No more are we limited to what is within our radius, no more do we have to be brand loyal. Yes there are brands that have established themselves, but how often have we seen a fall from grace by big brands, and how easy was the consumer switch.