RESULT OBTAINED
Decision concept
Marketing segmentation and strategic segmentation: choosing the right level
What must be established
A useful analysis keeps its controls visible.
- 01
Name the decision the split must change.
- 02
Check whether the segments require different propositions or capabilities.
- 03
Avoid using a descriptive profile as an investment unit.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
Does the split serve to adapt execution or to choose genuinely different strategies?
DELIVERABLE TO KEEP
A level of segmentation consistent with the decision and the resources to allocate.
NEXT ELEMENT TO EXAMINE
CriteriaExplore →25 · ORIGINAL ASSET
Four segmentation methods, four decisions
Critical comparison
The comparison avoids looking for a universal segmentation: each method informs one decision and carries its own blind spot.
Download the comparison ↓| Method | Variables | Decision served | Critical limit |
|---|---|---|---|
| Firmographic | Size, sector, geography | Commercial access | Explains little about the need |
| Behavioural | Usage and frequency | Activation | Requires historical data |
| Needs / JTBD | Outcome sought | Value proposition | Demanding qualitative research |
| Value / economics | Potential and cost to serve | Allocation | Risk of reducing the customer to their margin |
Teaching case · simulated data · no real-world market conclusion.
MOVE FROM ANALYSIS TO YOUR DECISION
Build a segmentation that makes it possible to choose
MOVE FROM ANALYSIS TO YOUR DECISION
Build a segmentation that makes it possible to choose
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→