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Case Study: Analysis Of Implementation Of Market Segmentation As A Strategy For Small Business, Estudio De Caso: Analisis De La Aplicacion De La Segmentacion De Mercado Comoaestrategia Para Las Pequenas Empresas

Author

Listed:
  • Lucila Zarraga Cano
  • Victor Manuel Molina Morejon
  • Enrique Corona Sandoval

Abstract

Every time the markets are more fragmented and market segmentation has a role in marketing strategies, is a tool that brings together both individuals and organizations, help to define more precisely the needs and desires of customers, to take decisions, to define more precisely the objectives of marketing and to allocate resources. This research aims to identify which segmentation variables used by small businesses and if they are planned and executed as a precision tool to know your client and really promote marketing strategies that create competitive advantages, as well as analyzing the theoretical segmentation with respect to business models. The qualitative study will have a focus group of business entrepreneurs, consumer guide topics will be designed by experts.

Suggested Citation

  • Lucila Zarraga Cano & Victor Manuel Molina Morejon & Enrique Corona Sandoval, 2013. "Case Study: Analysis Of Implementation Of Market Segmentation As A Strategy For Small Business, Estudio De Caso: Analisis De La Aplicacion De La Segmentacion De Mercado Comoaestrategia Para Las Pequen," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 6(5), pages 109-119.
    • Handle: RePEc:ibf:riafin:v:6:y:2013:i:5:p:109-119
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    More about this item

    Keywords

    Segmentation; Markets; Small Businesses;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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