The Market Segmentation Workbook

PART 1: SCENE SETTING: MARKET SEGMENTATION PROCESS 1. Introduction 2. The Segmentation Process PART 2: CORE ANALYSES Analyses 1 - Existing Segments/Sectors Analyses 2 - Market Trends and The Marketing Environment Analyses 3 - SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Analyses 4 - Customer Needs, Expectations and Buying Processes Analyses 5 - Competition I - Competitive Stances and Strategies Analyses 6 - Competition II - Basis for Competing and Brand Positionings Analyses 7 - The Strength of the Portfolio - Future Directions PART 3: STRATEGY 1. Strategy Recommendations PART 4: PROGRAMMES FOR IMPLEMENTATION 1. Marketing Programmes 2. Resources, Schedules, Responsibilities, Implications and On-Going Requirements