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Marketing - Assignment of Chapter 6

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98 views2 pages

Marketing - Assignment of Chapter 6

Uploaded by

alyssa1601
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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What kind of segmentation strategies has Royal Dutch Gazelle applied successfully?

Demographic segmentation:
 Targeting specific age groups and lifestyles (e.g., city commuters, recreational
riders, and sport enthusiasts).
Geographic segmentation:
 Focusing on city bikes, hiking bikes, and light bikes for use in cities
Behavioral segmentation:
 Catering to specific customer needs and usage patterns, such as nearby locations, to
work, or for a regular shopping trip.

What is the future of market segmentation. In order to flow the track, what are the
prerequisites a company, RD G here, is supposed to fulfill.?
Future of market segmentation
It is likely that data will play a bigger role in shaping market segments in the coming years.
This is how it will look:
Personalization:
 Big data and AI can be used better to make marketing and goods more useful
to each person's tastes.

Micro-segmentation:
 Looking for smaller niche segments based on more specific habits and tastes
instead of big groups.
Omnichannel marketing:
 Using strategies from both online and offline venues together to easily reach
customers on all of them.
Sustainability focus:
 Realizing that more and more people want eco-friendly items, which has led
to distinct groups based on this need.
Technological integration:
 Making things better for people by using technology, like smart bikes and
services that go with them.
Prerequisites for effective market segmentation at Royal Dutch Gazelle
To effectively implement these segmentation strategies, Royal Dutch Gazelle should fulfill
several prerequisites:
Market research:
 Conduct thorough market analysis to understand customer needs,
preferences, and trends.
Data analytics:
 Buy data gathering tools to find out more about your customers' habits and
what they like.
Flexibility:
 Maintain flexibility in product offerings to adapt to changing market
demands and emerging trends.
Customer engagement:
 Build strong connections with customers by using engagement strategies,
ways for customers to give feedback, and community building.
Innovation culture:
 Get people in the company to think of new ways to do things so they can
make new goods that meet the changing needs of different markets.
Brand positioning:
 Clearly define brand positioning to communicate value propositions
effectively to different segments.

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