Marketing segmentation refers to a type of marketing strategy that divides a large target into sections. Such sections are then handled separately through separate marketing plans. The large target is divided into the different aspects and requirements that need management of marketing. For example, a large target can divide into many sections like consumers, producers, common needs, requirements, and priorities. The marketing plans are then separately applied to each section (Solomon 2014).
Here, the information centers its focus on the marketing segmentation of Dell. Dell is the famous company that specializes primarily in computer hardware. However, the computer device marketing involves both the hardware and software. Since it involves various products of various specialties, it can be further sub-divided, and that is where the segmentation comes. However, the customers are the main key element towards profitability and success. Therefore, the target market of the Dell is divided into customer segment and product segment. The product segment is done because of the variety of product that is produced. The customer segmentation is done based on the choice, requirement of the customer. The segmentation is done under two categories: geographically and demographically. Dell has divided or segmented their target market geographically into US/Americas, EMEA and Asia Pacific-Japan. Demographic segmentation did not involve any race, caste, gender issues; rather it included education, work, occupation, personal interest, and choices.
In the customer segment, Dell has identified two categories of customers. Therefore, the customer segmentation can be further segmented according to the type of customer dealt with. According to Dell, there are two customers. The first one is the relationship customer. The relationship customers are those that support large profits for the company. The relationship customers include large corporations such as educational institutes and governmental organizations. The next type of customers included the price-sensitive customers who are conscious about their money transaction and often buy online through credit cards. Such customers are looking for more reliable, low cost, value added the latest technology. The customers are always upgraded to the latest trends in technology. Therefore, Dell uses their strategic management by the requirement of the customers satisfying their price-sensitivity”.
The product segmentation is dependent on the pricing of the products. The Dell products have different prices in different countries and places. The variation I prices is due to the requirement and popularity of specific devices.
Therefore, market segmentation is another marketing strategy that is designed to be implemented very specifically to selected aspect of the target market. The aspects are chosen according to what serves the best and provide with the maximum profitability to the company. The division or segmentation of different aspects provided efficient and specific management. The strategic management is designed studying and analyzing these different sectors. Dell is a computer device company and accordingly it has segmented their target market into customer segment and product segment which comes under many other segments and can be further subdivided into further segments. Thus, marketing segmentation is an essential part of success (Hollensen 2015).
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Neal, C. (2016). Market Segmentation at Dell: 7 Questions with Dell's Barry Jennings. [online] Blog.cmbinfo.com. Available at: https://blog.cmbinfo.com/bid/29231/Market-Segmentation-at-Dell-7-Questions-with-Dell-s-Barry-Jennings [Accessed 23 May 2016].
Solomon, M.R., 2014. Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.Vishalrawal5.blogspot.in. (2016). Marketing Lecture : From sellers market to buyers market: Segmentation Targeting And Positioning Of Dell - Sanjeev Thakur. [online] Available at: https://vishalrawal5.blogspot.in/2012/12/segmentation-targeting-and-positioning_8347.html [Accessed 23 May 2016].
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