A.2.1. Market Segmentation¶
Shared understanding of markets, products, and clients.
The capability Market Segmentation (A.2.1) is part of the capability area Business Model Elaboration in the Business Pillar.
Shared understanding of markets, products, and clients.
Market Segmentation is the ability to structurally recognize, define, manage and use the company's market segments and drive decision-making around products, services, sales and marketing operations.
Note
98% of firms agree that static segmentation is no longer adequate, and 100% of firms recognize the opportunity cost of not evolving to its more granular, precision-based, inheritor: Dynamic Predictive Segmentation.
Market Segmentation is an important component in the elaboration of an Enterprise’s Business Model, helping Enterprises to align their Product and Services fulfilment to the needs of their customers. Market Segmentation practices today involve an intensive analysis through a mix of surveys, heuristics and benchmarking. The availability of and access to voluminous information though a multitude of digital sources has put additional emphasis on the ability of enterprises to dynamically tweak their Market Segmentation.
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Work in progress, describe the 5 maturity levels of this capability
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Work in progress. Explain how EKG contributes value and how this capability or capability- enables higher levels of maturity for the EKG (which in turn provides more value to the business)
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Work in progress. List examples of use cases that contribute to this capability, making the link to use cases in the catalog at https://catalog.ekgf.org/use-case/..