Market Segment

What is it?

It is dangerous to target market averages because customers can have very different needs. On the other hand, in most markets there are too many customers to think about each individually. The most useful compromise is to identify market segments that group customers that share the same needs. Each of these segments can then be regarded as a separate battlefield.

When is it useful?

 

An Example?


How do you do the analysis?

 

I want to know more

FT Guide to Strategy by Koch – segmentation mincer

How can you adapt this concept?

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: