Factfile 13
Conclusions about segmentation
The benefits from segmentation are significant and include survival in today?s competitive markets.
However, the investment required could also be considerable, not just in money but in changing the habits of an organisational lifetime.
Figure 6 shows what you have to give and what you could get.
Figure 6: Investment required and benefits reaped
Source: Dunbar, 2002.
On the other hand you could stay exactly where you are and fight it out on price. But bear in mind that you will need deep pockets and a death wish.
BT uses a number of traditional segmentation techniques to address its customer base.