|
|
|
|
How to Identify Strategically Relevant Corporate BuyersThe goal of this exercise is to list the industry's strategically relevant corporate buyer types for input in developing the industry segmentation matrix. Corporate buyers are often categorized using standard industry classification codes because databases are easily available to do just that. Buyers are also frequently categorized by geographical location because that too is easy to do, and because the sales department is often organized geographically. The key, however, is to segment buyers by any combination of factors including industry, geography and any other relevant factor that reflects significant differences in the needs of customers, or how customers use the product or service, or how customers purchase the product or service. Segmenting customers is not always easy; and customer segmentation is usually based on more than just one variable. In practice, start with a list of the customer types your company serves, then add other customer types that exist that your company does not target. Also include at least one buyer type category that views buyers differently than traditional categories. A common mistake made in many large corporations is to categorize buyers for all business units based on how the largest business categorizes its customers. Each SBU needs to segment buyers from its own industry's point of view. |
Send e- mail to
webmaster@e-competitors.com with comments. Or
use Feedback.
|
