Targetting a market segment

Targetting a market segment can be done in several ways:

• Single segment

In a single segment market segmentation a company has one product offered into one market:

	M1	M2	M3
P1
P2	X
P3

See also: Single segment Market specialisation Selective specialisation Product specialisation Full market coverage

• Market specialisation

In a market specisiation, a company offers multiple products into a single market:

	M1	M2	M3
P1	X
P2	X
P3	X

See also: Single segment Market specialisation Selective specialisation Product specialisation Full market coverage

• Selective specialisation

In selective specialisation a company has multiple products, each targetted at a specific market segment.

	M1	M2	M3
P1		X
P2	X
P3			X

See also: Single segment Market specialisation Selective specialisation Product specialisation Full market coverage

• Product specialisation

In a product specialisation, a single product is offered to many markets:

	M1	M2	M3
P1
P2	X	X	X
P3

See also: Single segment Market specialisation Selective specialisation Product specialisation Full market coverage

• Full market coverage

With full market coverage multiple products are offered in multiple markets:

	M1	M2	M3
P1	X	X	X
P2	X	X	X
P3	X	X	X

See also: Single segment Market specialisation Selective specialisation Product specialisation Full market coverage

Part of M8-S1 - Reading - Strategies for E-Business - Chapter 3 - External Analysis