Market Scope Strategies

Companies may chooseone of the following four scope strategies:

1. Non-segmentation strategy; in this strategy the company defines one Customer Value Proposition which is marketed to all the selected target segments
2. Segmentation strategy; having identified the target segments, the compay devises a different customer value proposition for each of the selected segments
3. Niche strategy; the copmany identifies one segment and develops a customer value proposition for that segment.
4. Customisation strategy; the offering is adapter for each and every customer, either via pure customisatiom or standardized customisation.