Segmentation
Segmentation in a maturing marketplace.
Grappling with the difficult combination of maturing markets and ruthless price-cutting, many companies are struggling to compete in today’s mass market. Many also fail to see that segmentation is about so much more than data analysis, though data offers some useful clues.
Effective segmentation can avoid energy being wasted on undifferentiated offerings that fail to please anyone. With this becoming an area of increasing concern not just to consumer companies but to the B2B market as well, our paper The Devil and the Deep Blue A, B, C considers focusing on context as the way forward.
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