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
