This PPT slide, part of the 67-slide Supply Chain Strategy Tools & Techniques PowerPoint presentation, titled "Customer Segmentation" outlines a structured approach to dividing a market into distinct buyer groups, emphasizing the importance of tailored marketing strategies. It begins by specifying when to utilize this segmentation framework, particularly in assessing the external environment for potential opportunities. The definition provided clarifies that segmentation involves categorizing buyers who may need different products or marketing mixes, which is crucial for effective targeting.

The purpose section highlights the need for identifying marketing opportunities that align with specific buyer needs. It stresses the importance of developing appropriate offerings and reaching target markets efficiently. This focus on efficiency is vital for maximizing resource allocation and enhancing overall marketing effectiveness.

The slide also presents a segmentation model for the converter market, which is based on two key variables: economic risk and fabric innovation. Economic risk factors include inventory position, credit status, and customer base, while fabric innovation considers aspects like novelty percentages and order sizes. This dual-variable approach allows for a nuanced understanding of market dynamics, enabling businesses to adopt either an "opportunistic" strategy or a "low-cost" strategy based on their positioning within these variables.

Caveats for effective segmentation are also noted, emphasizing the necessity for measurable and substantial segments. The slide suggests that external data sources can complement internal customer data, enhancing the segmentation process. This comprehensive overview provides valuable insights for executives looking to refine their marketing strategies and better align offerings with market demands.

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Supply Chain Analysis