Uplifting the market segmentation : case study in an international company
Halonen, Jyri (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110822238
https://urn.fi/URN:NBN:fi:amk-2022110822238
Tiivistelmä
Background of this study came from an exhaustive strategy work conducted in Company X. As a result, Company X began to focus more on growth. This study aimed to find ways to improve market segmentation in the Company X. Research questions answered questions about how the market segmentation was carried out in the case company and how it can be improved.
The thesis was conducted as a case study. Secondary data sources were the company’s internal documentation and records, including analysis of the strategy process, customer base and customer acquisition and management process. The data were analyzed compared to current information collected from the field of research.
The results of the study were significant. It showed that the top-level strategy work about market segmentation was done comprehensively. However, there was a need for improvement at the lower level of organization. Flow-down of the best practices from the strategy to the implementation was found to be insufficient. Suggestion for lower level segmentation was given and a practical approach was introduced.
Since the study focused on a specific company and a specific case, validity of the research is limited, and generalizations cannot be made. The findings or suggestions from this study cannot be used in different circumstances. However, this study is highly beneficial for the case company and it increased understanding of the need of the well-executed market segmentation strategy in the Company X.
The thesis was conducted as a case study. Secondary data sources were the company’s internal documentation and records, including analysis of the strategy process, customer base and customer acquisition and management process. The data were analyzed compared to current information collected from the field of research.
The results of the study were significant. It showed that the top-level strategy work about market segmentation was done comprehensively. However, there was a need for improvement at the lower level of organization. Flow-down of the best practices from the strategy to the implementation was found to be insufficient. Suggestion for lower level segmentation was given and a practical approach was introduced.
Since the study focused on a specific company and a specific case, validity of the research is limited, and generalizations cannot be made. The findings or suggestions from this study cannot be used in different circumstances. However, this study is highly beneficial for the case company and it increased understanding of the need of the well-executed market segmentation strategy in the Company X.