Description
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.
Market Segmentation
RESEARCH, ANALYSIS AND CONSULTING SERVICES
BUILDING SUCCESS USING IDC MARKET SEGMENTATION
IDC can identify and select attractive market segments, identify the factors shaping market attractiveness (markets, customers, competitors, products, etc.), as well as rank market attractiveness for your products and services. We assess and forecast share potential in key segments. IDC’s SegMentor™ provides consulting and expert guidance on the decision process for assessing, prioritizing and selecting market segments. An effective market segmentation will help you focus your sales and marketing resources and run effective campaigns, choose the right marketing mix and construct your selling arguments. It will also help you identify which partners to work with in order to reach your target market. You will bene?t from working with IDC when you plan to:
• introduce new products • plan sales and marketing campaigns • review your sales and marketing strategy • evaluate how a product ?ts into your portfolio and existing customer base • evaluate your channel partner strategy • size of your potential market
WHY USE IDC MARKET SEGMENTATION?
IDC knows your market from a different angle than yourself. We are therefore in an unique position to disscuss and assist you in your market approach. • We have a widespread network in the • Ongoing research IT deployment in the ICT industry, enabling us to understand Nordic. We have an unique understanding the focus of potential partners and comof the business community that enables petitors, and identify segments for your us to segment market for new products future success • Assess and forecast market development for IT and telecom technologies and • We have access to world-wide informaservices tion on market segments to use as an experience base
MARKET SEGMENTATION
e larg ize : d iu m, S By ll, me S ma
Industry: • Finance, Manufacturing, Product area: • Hard ware, software, IT services Technology • CRM, ERP, EAI, Customer segment • Business, home
Sweden Den mark Norway Finland
TOOLS AND METHODOLOGIES
SegMentor™ Market Sementation Model Research, modeling, tool building, and knowledge transfer for assessing and prioritizing market segments. Score the relative attractiveness of different market segments based upon factors relevant to marketplace, end customers, and the client. • Market factors: solution spending, rate of growth, account penetration/turnover • Customer factors: requirements, plans, values, preferences, perceptions • Competitor factors: strength of competition, segment focus • Channel or partner factors: opportunities for meaningful partnering • Other client speci?c factors SegMentor™ uses research available through methods such as: Market Assesment & Forecast IDC’s proven methods on market size and forecasting is the basis for many IDC projects. Leadership Grid IDC model used for competitive analysis. Consumer and B2B User Surveys IDC conducts every year business and consumer user surveys on hot topics.
EXAMPLES OF MARKET SEGMENTATION PROJECTS
Identi?cation of a small highly potential market segment Scope: An IT services vendor was considering launching a new type of service and needed to understand which market segments would be the most attractive for the new service. Bene?ts: A market segmentation based on company size and on industry helped identify the target market. Combined with a competitor analysis, the company could focus its launch strategy, and gain a market foothold quickly before addressing a broader market. Testing a market strategy for a solution Scope: A telecom operator considered launching a service solution instead of a CPE-based solution. The new concept for service delivery needed to be tested in relation to the potential market. Bene?ts: A market segmentation identi?ed the target markets through a size segmentation, but showed however, that the concept required a too complex sales process to be pro?table in the most potential market segment. The launch was cancelled.
FOR MORE INFORMATION, VISIT US AT HTTP://NORDIC.IDC.COM
IDC is the foremost global market intelligence and advisory ?rm helping clients gain insight into technology and ebusiness trends to develop sound buisness strategies. Using a combination of rigorous primary research, in-depth analysis, and client interaction, IDC forecasts worldwide markets and trends to deliver high-quality service and client advice. More than 700 analysts in 43 countries provide global research with local content. IDC’s customers comprise the world’s leading IT suppliers, IT organizations, ebusiness companies, and the ?nancial community. IDC is a trademark of International Data Group, Inc. All brand names and product names used may be trade names, service marks, tradmarks, or registered trademarks of their respective owners.
doc_202559732.pdf
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.
Market Segmentation
RESEARCH, ANALYSIS AND CONSULTING SERVICES
BUILDING SUCCESS USING IDC MARKET SEGMENTATION
IDC can identify and select attractive market segments, identify the factors shaping market attractiveness (markets, customers, competitors, products, etc.), as well as rank market attractiveness for your products and services. We assess and forecast share potential in key segments. IDC’s SegMentor™ provides consulting and expert guidance on the decision process for assessing, prioritizing and selecting market segments. An effective market segmentation will help you focus your sales and marketing resources and run effective campaigns, choose the right marketing mix and construct your selling arguments. It will also help you identify which partners to work with in order to reach your target market. You will bene?t from working with IDC when you plan to:
• introduce new products • plan sales and marketing campaigns • review your sales and marketing strategy • evaluate how a product ?ts into your portfolio and existing customer base • evaluate your channel partner strategy • size of your potential market
WHY USE IDC MARKET SEGMENTATION?
IDC knows your market from a different angle than yourself. We are therefore in an unique position to disscuss and assist you in your market approach. • We have a widespread network in the • Ongoing research IT deployment in the ICT industry, enabling us to understand Nordic. We have an unique understanding the focus of potential partners and comof the business community that enables petitors, and identify segments for your us to segment market for new products future success • Assess and forecast market development for IT and telecom technologies and • We have access to world-wide informaservices tion on market segments to use as an experience base
MARKET SEGMENTATION
e larg ize : d iu m, S By ll, me S ma
Industry: • Finance, Manufacturing, Product area: • Hard ware, software, IT services Technology • CRM, ERP, EAI, Customer segment • Business, home
Sweden Den mark Norway Finland
TOOLS AND METHODOLOGIES
SegMentor™ Market Sementation Model Research, modeling, tool building, and knowledge transfer for assessing and prioritizing market segments. Score the relative attractiveness of different market segments based upon factors relevant to marketplace, end customers, and the client. • Market factors: solution spending, rate of growth, account penetration/turnover • Customer factors: requirements, plans, values, preferences, perceptions • Competitor factors: strength of competition, segment focus • Channel or partner factors: opportunities for meaningful partnering • Other client speci?c factors SegMentor™ uses research available through methods such as: Market Assesment & Forecast IDC’s proven methods on market size and forecasting is the basis for many IDC projects. Leadership Grid IDC model used for competitive analysis. Consumer and B2B User Surveys IDC conducts every year business and consumer user surveys on hot topics.
EXAMPLES OF MARKET SEGMENTATION PROJECTS
Identi?cation of a small highly potential market segment Scope: An IT services vendor was considering launching a new type of service and needed to understand which market segments would be the most attractive for the new service. Bene?ts: A market segmentation based on company size and on industry helped identify the target market. Combined with a competitor analysis, the company could focus its launch strategy, and gain a market foothold quickly before addressing a broader market. Testing a market strategy for a solution Scope: A telecom operator considered launching a service solution instead of a CPE-based solution. The new concept for service delivery needed to be tested in relation to the potential market. Bene?ts: A market segmentation identi?ed the target markets through a size segmentation, but showed however, that the concept required a too complex sales process to be pro?table in the most potential market segment. The launch was cancelled.
FOR MORE INFORMATION, VISIT US AT HTTP://NORDIC.IDC.COM
IDC is the foremost global market intelligence and advisory ?rm helping clients gain insight into technology and ebusiness trends to develop sound buisness strategies. Using a combination of rigorous primary research, in-depth analysis, and client interaction, IDC forecasts worldwide markets and trends to deliver high-quality service and client advice. More than 700 analysts in 43 countries provide global research with local content. IDC’s customers comprise the world’s leading IT suppliers, IT organizations, ebusiness companies, and the ?nancial community. IDC is a trademark of International Data Group, Inc. All brand names and product names used may be trade names, service marks, tradmarks, or registered trademarks of their respective owners.
doc_202559732.pdf