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

2012-06-05

This dissertation provides an analysis and discussions on manager’s approaches to market segmentation in Danish and Estonian dairy sectors. Majority of the companies in the sample were not involved in segmenting their market, it was seen as not necessary mainly due to either the smallness of the company or the small size of the overall market. There were also many other possible factors identified as affecting the extent the companies implemented segmentation. Since the concept of intuitive segmentation process was discovered as a new approach used by managers and not covered in the literature, this was also explored further.

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

Download
View record in AAU Student Projects