A master thesis from Aalborg University
How managers decide how to segment their markets?: Case study of the Danish and Estonian dairy industry
Author(s)
Term
4. term
Publication year
2012
Submitted on
2012-06-05
Abstract
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.
Keywords
Documents
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