How managers decide how to segment their markets?: Case study of the Danish and Estonian dairy industry

Viskus, Anni

4. term

Economics and Business Administration (International Marketing), Master

2012

2012-06-06

Dette speciale undersøger, hvordan ledere i den danske og estiske mejerisektor forholder sig til markedssegmentering (at opdele kunder i grupper med lignende behov). De fleste virksomheder i udvalget segmenterede ikke deres marked. Det blev opfattet som unødvendigt, især fordi virksomhederne var små, eller fordi markedet som helhed var lille. Studiet peger også på flere andre mulige forhold, der påvirker, i hvilket omfang virksomhederne anvender segmentering. Endelig undersøges en ny observeret praksis: en intuitiv segmenteringsproces, hvor ledere bruger erfaring og dømmekraft frem for formelle metoder – et emne, der ikke er behandlet i den eksisterende litteratur.

This thesis examines how managers in the Danish and Estonian dairy sectors approach market segmentation (dividing customers into groups with similar needs). Most companies in the sample did not segment their markets. They considered it unnecessary, mainly because their companies were small or the overall market was small. The study also identifies several other possible factors that influence how much companies use segmentation. Finally, it explores a newly observed practice: an intuitive segmentation process, in which managers rely on experience and judgment rather than formal methods—a topic not covered in existing literature.

[This abstract was generated with the help of AI]

international marketing ; intuitive segmentation process ; customer segmentation ; market segmentation ; managerial decision making ; barriers to segmentation ; Danish dairy sector ; Estonian dairy sector ; contingency theory ; market sensing ; structurized segmentation approach

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