Recommendations for the Market Segmentation Process
Karjaluoto, Henri (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202405069613
https://urn.fi/URN:NBN:fi:amk-202405069613
Tiivistelmä
This thesis study focused in developing the marketing process of the case company, and the establishment of market segmentation process for the needs of it. The constant growth of the company and its portfolio of products in the complex market environment demanded more efficient ways to target the markets. Digital marketing was seen as the way to reach more customers, thus the digital marketing potential needed to be harnessed.
The research approach used for this study was design research. This method of approach was used as a framework for conducting the study, by giving the structure for the study. The current state analysis as a first data collection step revealed what there should be to improve the marketing process, leading to the topic of market segmentation.
The topic of market segmentation was quite fascinating and when digital marketing in the B2B environment is relatively new topic, there are lots of interesting ideas flying around the topic from the consumer side. The outcome of the study, recommendations on how to establish market segmentation to enable digital marketing works as catalyst in the process improvement of the case company.
The research approach used for this study was design research. This method of approach was used as a framework for conducting the study, by giving the structure for the study. The current state analysis as a first data collection step revealed what there should be to improve the marketing process, leading to the topic of market segmentation.
The topic of market segmentation was quite fascinating and when digital marketing in the B2B environment is relatively new topic, there are lots of interesting ideas flying around the topic from the consumer side. The outcome of the study, recommendations on how to establish market segmentation to enable digital marketing works as catalyst in the process improvement of the case company.