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Evaluating Segment Attractiveness
Evaluating segment attractiveness involves answering questions like, Is the segment identifiable, substantial, reachable, responsive, and profitable?
Firstly, the market segments should be identifiable and aligned with company objectives. For example, an organic cosmetic brand segmenting its market based on pet ownership is irrelevant.
Secondly, the segments should be substantial in terms of the number of potential customers and the projected growth. A segment with a growing customer base is attractive.
Thirdly, segments should be reachable. The organization should meet segment needs, implement feasible marketing strategies, communicate the product's existence, and facilitate purchases.
Fourthly, gauge segment responsiveness. Will customers respond positively to the brand? A less competitive segment, particularly with a unique value proposition, is more attractive.
Finally, consider the potential profitability of serving the segment by estimating potential revenue and costs. While size and accessibility matter, the segment must contribute positively to the company's bottom line.
This evaluation guides companies in deciding which segments are worth pursuing, enabling strategic allocation of efforts and resources.
Evaluating Segment Attractiveness
Evaluating segment attractiveness is critical in market segmentation, ensuring that businesses invest resources wisely and effectively. Several key factors contribute to determining the appeal of a market segment.
Firstly, size matters. A segment with a substantial customer base represents a greater revenue potential. However, size alone is not sufficient; businesses must also assess the segment's growth potential to ensure sustained opportunities over time.
Secondly, the segment's profitability is a crucial consideration. A lucrative segment provides higher returns on investment and justifies resource allocation. Factors such as customer purchasing power, pricing dynamics, and potential for cost efficiency are influenced by profitability.
Thirdly, accessibility and reachability of the segment are essential. A segment must be reachable through targeted marketing efforts and distribution channels. If a segment is difficult to access, it may not be a viable choice.
Furthermore, the level of competition within a segment influences attractiveness. A segment with limited competition offers greater differentiation and market share acquisition opportunities.
Lastly, compatibility with the company's capabilities and resources is vital. A business should assess if it possesses the skills, infrastructure, and expertise required to serve a specific segment's needs effectively.