Segmentation and Targeting

Segment Categories Segment Variables Target for SAP

Demographics Industry 1.Energy & Natural Resources (Chemicals, Oil & Gas)
2.Financial Services (Banking, Insurance)
3.Consumer Industries (Fashion, Agri)
4.Discrete Industries (Automotive, Aerospace)
5.Service Industries (Airlines, Media, Professional Services)
6.Public Services (Defense, Healthcare, Education)
Company Size Small, medium, large (Fortune 500)

Location Across the world

Purchasing approaches Power Structure
Nature of existing relationships
Situational Factors Product Requirement
Serve companies that are looking to transform to an Intelligent
Enterprise
Most desirable companies and companies with strong
established relationships
Specific Application(s) or Whole Stack

Size of Order Single to large orders

Psychographics Buyer Seller similarities Companies with similar values and beliefs

Loyalty High loyalty to suppliers

 Positioning

Rock-solid data
security and
innovative technology The only truly
integrated software
Positively impact system
people and society
at large Top tier partnerships
Providing right
technology to clients
for fulfilling their
vision
 Objectives

Financial Non-Financial

1. Customer
1. Growth Loyalty

2. Profitability 2. Employee
Engagement
 KPIs To Measure Performance

Strategic Objective KPI

Cloud subscriptions and support revenue

Growth Cloud and software revenue

Total revenue

Profitability Operating profit

Customer Loyalty Customer Net Promoter Score

Employee Engagement Employee Engagement Index