Market Segmentation failure & what can be done

'The dirty secret of market research is that most segmentations are never fully implemented to deliver business results. This is not because they are lacking in brilliance. Many of them are very sophisticated and analytically rigorous. The failure, actually, is in not taking this insight and driving it through the organization, including product development, strategy, marketing, and sales, to get return on the segmentation investment.

  1. There is no upfront cross-functional buy-in.
  2. The firm pursues all segments rather than the most attractive.
  3. There is no organizational alignment to dominate the chosen segments.'

To know how to tide over segmentation failures, read Brad Bortner's complete article here.


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