Case study 4
Understanding the difference between trivial and true strategic segmentation
Unisys starts by understanding the difference between what Unisys call 'trivial segmentation' and true strategic segmentation.
This case study covers:
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Defining segmentation
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The strategic approach
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Determining customer needs
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Matching needs and value
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It's about trust and relationships
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Encouraging collaboration with sales
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Asking the customers
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Judging segment strength
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Improved resource allocation and accountability
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Measuring results
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