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The Stage

In today's marketplace customers have become much more discerning and are better informed than ever before , a " one size fits all" approach is no longer satisfactory. Organisations must pay careful attention to the needs of smaller and more sophisticated groups of customers. The information explosion, fuelled by the internet and high quality publications, has led to a very well informed marketplace that can, and will, take its business to where the offerings best match their needs.

Organisations operating in this marketplace of course need to net a good return, and a key component in achieving this is to provide recognisable value for their customers, and in this regard customer market segmentation is a valuable element for meeting both of these aims.

Customer market segmentation is a tactic that can enable companies to achieve leadership positions by serving specific customer groups, and by being the first, or best, at addressing unique customer needs. By understanding the specific needs of customer segments, organisations can develop tailored product offerings, closely aligned relationships, and marketing programmes which serve customers who possess similar purchase criteria. 

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