Manage Customer Segments
Over the past decade, customer segment management has escalated into a topic of major importance. This essay tries to analyse the factors that impacted companies’ ability to manage customer segments, expound its roles, and urge companies to strengthen customer segment management.
Today’s marketing environment is becoming more sophisticated and proliferating. The phenomenon of market polarization is one of the most important challenges which companies should respond to. As Knudsen et al. (2005) pointed out, more and more middle-of-the-road products and services are being squeezed from many industries, while the growth rates of high end market and low end market are so strong. Facing to this changing environment, a company has to make a choice – “focus on one of the market’s extremes and concede ground elsewhere or learn to serve both premium and value customers” (Knudsen et al., 2005). Stråberg, the CEO of Electrolux, who has achieved to success in selling high-end......
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Approximate Word Count: 2613
Approximate Pages: 11 (250 words per double-spaced page)
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