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CHAPTER 3 MARKET SEGMENTATION - Coggle Diagram
CHAPTER 3
MARKET SEGMENTATION
Market Segment
Segmentation criteria
A group of customers who share similar needs, characteristics, or behaviours, and who respond in a relatively similar manner to a given marketing stimulus from the firm
Key Bases for Segmentation
Geographic
Demographic
Psychographic
Behavioural
Market targeting
Selection criteria
Evaluating each
market segment’s attractiveness
and
selecting one or more segments to enter
Evaluating market segments requires consideration of
three key
The size and growth rate
of the market segment
Segment structural
attractiveness
dùng Porter 5 Force
Company
objectives and resources.
Differentiation and Positioning
Differentiation
Designing the market offering to create
superior customer value that is distinct
from that offered by competitors.
Product Differentiation
Channel Differentiation
Service Differentiation
Image Differentiation
People Differentiation
Positioning
The way a product is defined by
consumers on important attributes
Perception
Impression
Sensation (cảm giác tiêu cực or tích cực)
STP Process
Qualitative approach
Segmentation
Criterion 1: Customer benefits sought
Lợi ích khách hàng tìm kiếm
Criterion 2: Family structure
Nhóm 2 tiêu thức
Group family structure by benefits sought
Combine segments if they have similar priority levels
Targeting
Market attractiveness measure
•Market size
•Growth rate
•Cost to serve customers
•Market stability
•Price sensitivity
Relative capability
•Product
•Service
•Brand
•Strategy
Method 1: Weighted
Scoring Method
Select evaluation criteria
(Lựa chọn tiêu thức)
Determine weights
(cộng lại bằng 1)
Determine scale
(cho từ 1-10)
Calculate conversion factor
(tính toán hệ số chuyển đổi)
Sau đó lựa chọn chiến lược: Differentiation, Undifferentiation, Concentrated
Method 2: Boston
Consulting Group (BCG) Matrix
Positioning
Target decision making unit members
Target competitor
Benefit advantaged (product/market fit)
Competitive advantaged (Organizaton/product fit)
Criteria
:
Sufficient: Adequate
Superior: Outstanding /
Superior
Sustainable: Sustainable
Scoring System
:
[0] – Capability is insufficient
[1,0] – Capability is sufficient
but not superior
[1,1,0] – Capability is superior
but not sustainable
[1,1,1] – Capability is both
superior and sustainable
K-Means Analysis & Practice
STP Process: Quantitative approach
Concept of Clustering
Clustering is the process of
grouping similar objects into the same cluster
while ensuring clear differences between clusters.
unsupervised learning
(ko giám sát) data analysis technique.
Clustering is
use for
:
Customer segmentation
Grouping purchasing behaviors
Identifying targets for personalized marketing campaigns
Clustering Process
Objective
:
To find K groups such that the
distance between customers
within the same group is
minimized
,
while the
differences between groups
are
maximized
Procedure
:
Determining the Number of Clusters
There is
no single “correct” number
of clusters (K)
Two practical approaches
1.Elbow Method
Plot the Within-Cluster Sum of Squares (WCSS) --> choose the "elbow point"
2. Visual and Practical Interpretation
e.g., three segments: high – medium – low
