A Market Segmentation Strategy for Developing an ASP Business

2002 ◽  
pp. 474-496 ◽  
Author(s):  
Wendy L. Currie ◽  
Philip Seltsikas
Keyword(s):  
Market Segmentation ◽  
Segmentation Strategy

scholarly journals THE PROCEDURE OF DEVELOPMENT OF INTERNATIONAL MARKET SEGMENTATION STRATEGY

2020 ◽  
pp. 166-182
Author(s):  
Olga Prygara ◽  
Viktoria Zhurylo
Keyword(s):  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Individual Characteristics ◽  
Entrepreneurial Activity ◽  
Cultural Environment ◽  
Market Demand ◽  
Market Environment ◽  
Segmentation Strategy ◽  
Segmentation Process

Introduction. Increase of intensity of international economic activity under the process of internationalization of commodity markets lead to the necessity of search of attractive international markets and segments. Aim of the article is the development of procedure of international market segmentation strategy and determination of peculiarities of international market segmentation in comparison with segmentation of domestic markets, considering the necessity of evaluation of factors of choice of attractive markets, considering the influence of cultural environment on entrepreneurial activity. Method (Methodology). Application of methods of scientific generalization, analysis and synthesis gave an opportunity to distinguish elements, that characterize segmentation of international markets; to systemize the factors of international market environment, that influence international market segmentation process, define customers’ characteristics, that influence their purchasing decisions; to distinguish stages of international market segmentation; to describe features and marketing tasks of each stage. Results. Segmentation of international markets has to be viewed as the systematized process of division of international markets on the groups of countries and groups of individual customers on the basis of their cultural values and motivations concerning their decision making process, that gives an opportunity to satisfy their specific needs and strengthen international competitive positions. The factors that influence international segmentation process are macrofactors: geographic, structural-demographic, legal, economic, scientific, socio-cultural; and microfactors: common market factors (market demand, competitive factors, factors of quality characteristics of the product) and customer-based factors (psychological, behavioral, individual characteristics of customers). The stages of the procedure of developing of international segmentation strategy are: market attractiveness evaluation; competitive analysis; demand evaluation; cultural environment analysis; macrosegmentation of markets; microsegmentation of markets; implementation of strategy and control. The proposed strategy of international segmentation strategy requires forming of the detailed marketing plan to a certain market segment and constant monitoring of its realization in accordance with changes in market environment and motivations of customers.

scholarly journals Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera
Keyword(s):  
Statistical Analysis ◽  
Market Segmentation ◽  
Consumer Behaviour ◽  
Telephone Survey ◽  
Meat Consumption ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Turkey Meat ◽  
Segmentation Strategy ◽  
Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

DELIVERING BUSINESS CRITICAL INFORMATION SYSTEMS THOUGH APPLICATION SERVICE PROVIDERS: THE NEED FOR A MARKET SEGMENTATION STRATEGY

2001 ◽  
Vol 05 (03) ◽  
pp. 323-349 ◽  
Author(s):  
WENDY L. CURRIE ◽  
PHILIP SELTSIKAS
Keyword(s):  
Empirical Research ◽  
Market Segmentation ◽  
Large Scale ◽  
Best Practice ◽  
Service Providers ◽  
Application Service Provider ◽  
Physical Sciences ◽  
Application Service Providers ◽  
Segmentation Strategy ◽  
Application Service

This paper draws from the findings of a large-scale empirical research program on the global application service provider (ASP) industry funded by research grants from the European Commission (EC) and the Engineering and Physical Sciences Research Council (EPSRC). A conceptual framework consisting of a taxonomy of ASPs is used to demonstrate the different market segmentation strategies adopted by ASPs for competing in this fledgling and turbulent industry. Drawing from empirical research carried out in the US and Europe, the paper evaluates ASP strategies for deploying, hosting, managing and enabling software applications on behalf of their customers. The ASP business model is advocated as an attractive value proposition for SMEs, dot.com companies and other start-up firms seeking hyper-growth. Yet the evidence so far suggests a slow start to the ASP market as few reference sites demonstrating best practice exist. ASPs will therefore need to re-evaluate their strategies if they are to convince potential customers of the benefits of application outsourcing. Against this background, the paper evaluates the benefits and risks of the ASP model.

scholarly journals How to Avoid Random Market Segmentation Solutions

2017 ◽  
Vol 57 (1) ◽  
pp. 69-82 ◽  
Author(s):  
Dominik Ernst ◽  
Sara Dolnicar
Keyword(s):  
Market Segmentation ◽  
Tourism Industry ◽  
Data Driven ◽  
Knowledge Development ◽  
Data Sets ◽  
Random Solution ◽  
Segmentation Strategy ◽  
Segmentation Analysis ◽  
Consumer Data

Tourism researchers and the tourism industry rely heavily on data-driven market segmentation analysis for both knowledge development and market insight. Most algorithms used in data-driven market segmentation are exploratory; they do not generate one single stable result. Only when data are well-structured (when very clear, distinct market segments exist in the data) are repeated calculations likely to generate the same segmentation solution. When data lack structure, which is frequently the case in empirical consumer data sets, repeated calculations lead to different solutions. Running a market segmentation analysis once only can therefore lead to an entirely random solution that does not represent a strong foundation for developing a long-term market segmentation strategy. The present study (1) explains the problem, (2) assesses how high the risk is of random solutions occurring in tourism market segmentation studies, and (3) recommends an approach that can be used to avoid random solutions.

Segmenting Markets by Means of CRMs

2016 ◽  
Vol 8 (1) ◽  
pp. 1-12
Author(s):  
Carmen De Pablos Heredero ◽  
Cristina Gallego-Gómez
Keyword(s):  
Customer Relationship Management ◽  
Market Segmentation ◽  
Relationship Management ◽  
Restaurant Industry ◽  
Customer Relationship ◽  
Managerial Skills ◽  
Segmentation Strategy ◽  
Crm System ◽  
Potential Customers

Customer Relationship Management Systems, CRM, are technological assets that can help firms to develop the required managerial skills to promote an efficient market segmentation strategy. In this article an example of an outstanding application of Customer Relationship Management system CRM, to the restaurant industry is offered. The VIPs group has developed through time a group of organizational routines that have helped the firm to reach success in the implementation and use of this tool. Therefore, a follow-up of the strategy followed with the CRM system in the period from 2011-2016 has been performed in this article. By properly using this technology, the company has been able to identify opportunities and threads in the market where it operates. This analysis has enabled the firm to develop mass-customized strategies facing its real and potential customers. This case proofs good practices in the use of CRMs in the restaurant industry. The case provided has become a referent in this field.

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