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Complete Segmentation Strategy: Maximizing Decision-Making Through Data Analysis

Learn about types of segmentation based on income and age brackets. Define, plan, collect, analyze, and present data to make informed decisions. Explore primary and secondary data sources, surveys, and focus groups to gather valuable insights. Understand closed-end and open-end questions for demographic, psychographic, and behavioral segmentation. Discover key factors for successful segmentation: measurable, substantial, accessible, differentiable, and actionable. Examine market dynamics, including suppliers, competitors, substitutes, and buyers, to enhance strategic planning.

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Complete Segmentation Strategy: Maximizing Decision-Making Through Data Analysis

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  1. Types of Segmentation Complete Segmentation No Segmentation B 1A 1 2 2B 1A 1 A B A 1 1B 3B B 3 3A A 3 Segmentation after income brackets(1, 2 und 3) Segmentation afterage brackets(A und B) Segmentation afterage- and incomebrackets

  2. Define theproblem Developthe researchplan Collect the information Analyze theinformation Present thefindings andmake decision

  3. Getting Data Data Sources Primary Sources Secondary Sources Internal Data External Data Observation Survey Experiment Focus-Groups

  4. Types ofQuestions Closed-endQuestions Open-endQuestions

  5. geographic • demographic • psychographic • behavioral

  6. demographic • operating variables • purchasing approaches • situational factors • personal characteristics

  7. measurable • substantial • accessible • differentiable • actionable

  8. The Market M1 M1 M1 P1 P2 P3

  9. Suppliers Potentialentrants Industrycompetitors(Segment rivalry) Substitutes Buyers

  10. M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 P1 P1 P1 P1 P1 P2 P2 P2 P2 P2 P3 P3 P3 P3 P3

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