Strategic segmentation

See also: Segmentation

The segmentation marketing makes it possible to cut out the offers of the company in couples produced - market. Starting from this couple are defined homogeneous subsets corresponding to a category of Clientèle on which one will be able to act by adopting a different marketing policy.

For example, for trade city shoe we can highlight 4 subsets: Children, banked-up beds, women, men.

Chacunes of its categories will be seen adapting a different marketing policy (even, the company will be able to concentrate only on one of its subsets)

Nb: the segmentation in subset is not defined and can be done by sex, socioprofessional category, age etc.selon the most coherent criterion for the line of business.

Utility: to better answer the request, to optimize the allowance of the resources

Definition: Strategic DAS=Domaine d' Activité

Evolution of the segmentation: Technology Geography Behaviors Technical standards

strategic Incidences: identification of the segment (borders), characteristics (homogenity, microsegmentation)