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Market Segmentation

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Using an organization and product of your choice, write a paper discussing the major segmentation strategies including demographic, geographic, and psychographic that might be used to identify and target potential consumers for the chosen product. Evaluate each segmentation strategy, and determine which specific strategy (or strategies) might be appropriate for the chosen product.

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Using an organization and product of your choice, write a paper discussing the major segmentation strategies including demographic, geographic, and psychographic that might be used to identify and target potential consumers for the chosen product. Evaluate each segmentation strategy, and determine which specific strategy (or strategies) might be appropriate for the chosen product.

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The organization selected for this assignment is Research in Motion and product is Blackberry Smartphones. Blackberry is considered the pioneer in the smartphone industry. Even though it has now been lagging against new smartphone players like Apple's Iphone and Samsung Galaxy, Blackberry is known for its world class smartphones among the business users.

Blackberry has been traditionally targeting business users for its smartphones. The main segmentation strategy used by the company from demographic perspective include professionals or business users who are always on the go and need to access mails and other information on their mobiles. Blackberry earlier focused on those customers that use their mobile phones to access internet and email and remain in touch with their office and work while ...

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  • BComm, University of Delhi
  • Post Graduate Diploma in Management (Equivalent to MBA), All India Management Association
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