Enterprise market segmentation & target

market selection
36

CONTENT

•Business segment analysis

•Selection and options to meet the target market
•Market positioning
 Enterprise market segmentation & target
market selection
37

 Enterprise market segmentation :

1) Is the market segment suitable for your company
strategy or not?
2) Are the characteristics (needs, behavior,...) of the
segment identical?
3) Can the segment's current and potential needs be
measured?
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation :

4) Is it possible to penetrate segments of the market?
5) Is it possible to design appropriate marketing-mix
policies?
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation :

 Critera: According to geographical characteristics
 Domestic market, international market
 One country market
 Regions in the country
 Provinces/cities/districts
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation :

 Criteria:
According to demographic characteristics
Classification of businesses
The size of the company
Type of business
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation :

 Criteria: Organizational purchasing characteristics:
 Purchase Policy
 Purchase procedure
 Purchasing process
 The buying effects
 Average order volume
 Financial ability, payment
 Purchase frequency
 Customer's inventory requirements
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation:

 Criteria: Personal characteristics of participants in
purchasing decisions
 Personal personality
 Attitude

 Life style
 Perception/experience

 Capacity

 Ability to accept risk

 Decision making style
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market selection
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 Enterprise market segmentatio:

 Criteria: The benefits to look for in the

product
Specifications

Economic benefits
Performance benefits
Service benefits…
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation :

Criteria:
Other features:
 Technology customers use
 Situational factors, customers need urgent or
unexpected orders
 Enterprise market segmentation & target
market selection
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 Enterprise market segmentation :

 Segmentation method:
 Stage 1 (Macro segmentation): according to
geographical and demographic criteria
 Stage 2 (Micro-Segmentation): based on the
criteria of organizational buying characteristics
and personal characteristics of influencers
 Enterprise market segmentation & target
market selection
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 Target market selection:

1.Which market does enterprise want to serve?
2. Is it the market that the enterprise has the most
control over?
3. The market segment that generates the largest sales
and profits for company?
4. What is the most competitive market for the
company?
 Enterprise market segmentation & target
market selection
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 Target market selection :

5. Does the segment fit the company's strategy?
6. Is it possible to penetrate segments of the market?
7. Is it possible to design appropriate marketing mix
policies?
 Enterprise market segmentation & target
market selection
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 Options to meet the target market

+ Centralized Marketing: attempts to concentrate all
marketing influence on a single market segment
+ Differentiated marketing: a separate marketing policy
for a select number of markets
+ Undifferentiated marketing: The business will serve
the entire market
 Enterprise market segmentation & target
market selection
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 Market positioning
+ Identify the unique characteristics of the product,
the business, the difference that creates the
competitive advantage of the enterprise and portray
them in the customer's mind
+ Define the image and values ​so that target customers
perceive a company's position in relation to other
competitors
 Enterprise market segmentation & target
market selection
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 Market positioning
 Who does the product serve?
 What do businesses sell?
 Why do customers choose to buy your products?