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Cuvillier Verlag

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Alignment and Coordination of Customer Segmentation, Distribution Channel Segmentation and Overall Strategy of the Firm

Hard Copy
EUR 34.00

E-book
EUR 23.80

Alignment and Coordination of Customer Segmentation, Distribution Channel Segmentation and Overall Strategy of the Firm (English shop)

A Qualitative Study on Sporting Goods Industry

Thomas Roßberger (Author)

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ISBN-13 (Hard Copy) 9783736990340
ISBN-13 (eBook) 9783736980341
Language English
Page Number 152
Lamination of Cover matt
Edition 1. Aufl.
Publication Place Göttingen
Publication Date 2015-11-11
General Categorization Dissertation
Departments Economics
Keywords Customer Segmantation, Distribution Channel Segmentation, Strategy, Sporting Goods Industry
URL to External Homepage http://www.esm-academy.de
Description

The modern term of segmentation in marketing and sales can be observed in markets all over the world. In many established European markets a hyper-segmentation (Perez, 2008; Berghoff, 2007) is surpassing this development already. The term of hyper-segmentation expresses the tendency of a market allocation in too many subsegments or small niches. Facing a highly competitive market environment, producers are confronted with limited or declining market shares as well as constant pressure on product prices and costs. ‘Blue Oceans’ (Kim & Mauborgne, 005), thestill unexploited markets, are the desire of any sales oriented company. Discovering these Blue Oceans is demanding and entering them requires a considerable initial funding.