Question

Define and list the Marketing Strategies based on Segmentation Considerations. Which strategy(s) would you consider for your small business? Why?

Answer 1

Here are some strategies based on segmentation.

• Un-segmented strategy
• Multisegmented strategy
• Single segmented strategy

Un-segmented strategy- When whole the market is taken as a segment for the business. The firm uses massproduction and offers their product to the mass market. In this type of segmentation there is no any segmentation of audiences.

Multisegmented strategy- in this strategy the target audience is categorized into many segments. And further product mix is created to offer the segments. This is used when the segmentation is very important to get the success in terms of product. For an example the cosmetic products are a wide variety that has to be offered by the company in order to attract many segments. Be it prize and quality there are many product line.

Single segmented strategy- Single market strategy is another type of focused strategy. Here the company focuses only one segment very concentrately. For an example Harley Davidson. It focuses only one segment and builds their brand and awareness about the ir products.

For a small business firm I would suggest to go with unsegmented strategy. If I take an example of multisegmented strategy then the company has to make many products offering with various price and quality. It will cost to the company and experience and expertise is need in performing such activities. Single segmented strategy will not be suitable for a small bus9omess as three small businesses has lower market capture and if they are serving only one segment then they have more lowered customer base. Hence profitability would be affected.

This is why I will hose un-segmented strategy. I will have mass production and mass market to deal with.