11/08/2015
1
Business and Economics
Customer Analysis and Segmentation
Lecture 4 – Marketing Planning and Implementation
Readings
Alsem Chapter 4
Yankelovich, D., and Meer, D (2006), Rediscovering market
segmentation,
Harvard Business Review
, February, pp. 122-131.
2
MKF3121 - Marketing Planning and Implementation
MKF3121 - Marketing Planning and Implementation
3
Business Definition
Scope
Industry analysis
Competitor analysis
Customer analysis
Internal Analysis
SWOT
O
Targeting
Positioning
Strategies
Tactics
Budget
Contingency
Objectives
Who do we analyse?
The market !
– As defined in your industry analysis
– The ‘customers’ that are analysed are those
that make up the size of the market
– Based on what we know about them they are
grouped into segments
– Segments are sub groups of a market
– Segments have profiles
NOT ‘our’ customers
MKF3121 - Marketing Planning and Implementation
4
