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Market Segmentation Research

The goal of marketing is to find and satisfy people’s needs and make profits for the company. At the same time, people's needs differ and satisfying them may require different approaches. Identifying needs and differences between groups of customers is the centerpiece of marketing. It is impossible to do everything, satisfy everybody; the resources do not stretch that far. This means that the company has to be smart in targeting its products to people who really want and need them. This means that a careful decision on which products to sell and which not to is required.

The benefits of market segmentation are not hard to grasp. The challenge is arriving at the most effective groupings. Segmentation can take the form of a “demographic” segmentation. This type of segmentation is based on geography of location, company size and standard industrial classifications. However, demographic segmentation doesn't offer a sustainable competitive advantage that competitors cannot copy. More challenging market segmentation is the one that is based on behavior or needs of customers. Behavioral segmentation segments on what customers buy and why they buy. Needs-based segmentation is obviously one of the most difficult to assess; what do customers want?

We will help you segment your market and enable an effective marketing strategy, leading to competitive advantage on the market.

Project on a Glance

Marketing Study and Brand Promotion for Shymkent Tires Enterprise,

Shymkent Tires Enterprise is the only Central Asian producer of wheel tires. It is engaged in production of tires for light vehicles and road freighters, agricultural machines and special equipment. The enterprise was built in 1975 and its products have been extensively used by Russia’s assembly plants like GAZ, VAZ, and KRAZ. In addition to Russian market, the tires are also exported to Hungary, Bulgaria, China and Afghanistan.

The Consultant was hired to assist Shymkent Tires Enterprise to expand its operations in Central Asian market, especially in Uzbekistan, where light vehicles and city buses are assembled. Tasks involved identification of the market capacity, product structure of the market (market segments with division on types), analysis of market trends, import structure analysis, prices comparison and analysis, identification of optimal market prices, recommendations on terms of delivery and payment, used in most channels, and preparation of unique trade proposal for dealers and distributors.

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