The action and effect of segmenting are known as Market segmentation. It is about the division of something into segments, fragments, or portions.
A market, on the other hand, is a social institution that promotes the exchange of goods and services. The market arises with the union of sellers (suppliers) and buyers (plaintiffs), who establish a business relationship to finalize transactions or agreements.
The notion of market segmentation, therefore, refers to the division of the market into smaller, uniform groups whose members share certain characteristics and needs. These groups are not imposed arbitrarily but arise after market research that allows recognizing the different segments.
Market segmentation reveals the existence of homogeneous groups in terms of their members (with people who are part of similar trends and who respond in ways similar to marketing strategies ), but heterogeneous with each other (one group does not look like another).
In this way, when carrying out that segmentation above by any company, what it tries to do is to know what the needs of that group to which its products or services are directed are. This way they will be able to adapt what it offers to the tastes of the same and also that will suppose an important revulsive for the entity that will take advantage concerning its competitors, and that will see how their benefits increase.
Due to the results obtained, market segmentation is especially useful for self-employed workers and small or medium-sized companies, as it is the way to specialize in a specific sector where they will have the opportunity to become a true reference.
Selecting the market that best fits the articles and services it provides, customer loyalty, and even preparing the most appropriate and optimal marketing campaigns are the three main motivations that lead entities to undertake segmentation.
This has to be undertaken market segmentation based on the following steps:
- Identification of what the different segmentation variables are.
- Description of the profiles that occur within each segment.
- Evaluation of the interest and attractiveness of the segment based on the optimal benefits that it can give to the company in question.
- Determination of the segment that can be interesting and which is the one with which one is going to work.
Establishment of possible actions to be undertaken.
- The definitive and real application of the tasks to improve the state of the company based on the selected segment.
- To develop the segmentation, the segments must be identifiable, measurable, accessible, and manageable. The logic indicates that each segment must be large enough to be profitable; otherwise, an entrepreneur would have no reason to direct marketing strategies to said group or invest in innovation for the development of new products aimed at the segment.
The deep segmentation occurs when you take many variables that provide extensive knowledge of each segment. This allows us to trace a profile of the buyer and anticipate with relative precision how consumers will react.