B9MG008: Market Segmentation Divides A Market Into Well-Defined Slices. A Market Segment Consists Of A Group Of Customers: Strategic Marketing Analysis Report, DBS, Ireland


  1. Polish the ability to read and understand theoretical material.
  2. Create an ability to synthesize theoretical material and connect it to real-world events.
  3. Produce a written document focused on a singular theme.

Assessment Task

Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants. The marketer’s task is to identify the appropriate number and nature of market segments and decide which one to target. The major segmentation variables—are geographic, demographic, psychographic, and behavioral segmentation.

Select a brand of your choice and identify its segmentation strategy in detail, including all aspects of its approach to identifying its target audience, the levels of segmentation, culminating in the persona/s developed by the brand.

The essay should include up-to-date theory, commentary, analysis, and current expert thinking on the subject matter. Please use the databases as provided by DBS. You should include references from a variety of credible sources and must be timely, up to date, and relevant.

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