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.