Chapter II The Market Analysis.pdf - CHAPTER II THE MARKET...

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20 CHAPTER II - THE MARKET ANALYSIS MARKET ANALYSIS Internet services is becoming an increasing prevalent force for shaping consumer lifestyles and interactions encouraging the market for telecommunication industry. The Philippines is home to a significantly huge telecommunication market. Telecommunication companies are consumer markets that offer internet services to their subscribers. Users Students Educators Youth at heart Companies Mobile phone users Internet Cafe
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21 MARKET SEGMENTS Market segmentation is a concept and a process well known and largely used worldwide, in most business environments. It is basically a process of grouping customers into homogenous groups in order to optimize the use of resources and increase efficiency, be it in terms of product adoption, communication and branding, distribution or pricing. The purpose is to reflect some aspects telecom industry is facing regarding market segmentation. From the start, it should be emphasized that Globe telecom owns huge amounts of data about customers, from various sources like banking, insurance, online shops. DEMOGRAPHIC SEGMENTATION Often perceived as obsolete, but it still exists and, to some extent, it brings value. Globe knows how consumers are perceived by different age groups. Age does distinguish in many areas and is a good link to profiles received from different partners (media, for instance). Gender and occupation may work. Income for sure, especially for some particular offers in the market (Globe products or services). GEOGRAPHIC SEGMENTATION From a basic urban/rural split, to more detailed regional divisions, geographical perspective on the market brings value in many areas. Some markets are strongly distinguished by population layout in the territory. In this area, advanced geographic systems work very well together with Globe
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22 telecom. Globe Telecom can also locate pretty accurate their customers and can produce amazing analyses based on location. BEHAVIORAL SEGMENTATIONS Based on existing internal data, mixing traffic and value information (such as number or duration of calls, service usage, and value spent per service, etc).
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