Segmentation

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Segmentation

  1. 1. Crops Tractor Business in France Jaswant JONNADA – Patricio ANGONOA – Vincent GUILIANI – Germain DUTILLEUL
  2. 2. Segmentation variables <ul><li>Type of production
  3. 3. Farm's size (surface)
  4. 4. Location of farm (geographical)
  5. 5. Type of business (contractor, family business...)
  6. 6. Financial ressources </li></ul>
  7. 7. Consumer groups <ul><li>Large farms groups 
  8. 8. Medium farms
  9. 9. Small farms </li></ul>
  10. 10. Consumer groups (wants, preference and behaviors) <ul><li>Large farms and contractors   </li><ul><li>Reliable product, efficiency (cost per hour)
  11. 11. Latest technology
  12. 12. 1 machine for 1 use (type of product)
  13. 13. After sales from dealer network
  14. 14. Brand image
  15. 15. High revenues
  16. 16. Leaders in their field </li></ul></ul>
  17. 17. Consumer groups (wants, preference and behaviors) <ul><li>Medium farms   </li><ul><li>Reliable product
  18. 18. Sensitive to technology
  19. 19. Versatility
  20. 20. Proximity of the dealer
  21. 21. Loyal to the dealer
  22. 22. Medium to high revenues
  23. 23. Good followers (influenced) </li></ul></ul>
  24. 24. Consumer groups (wants, preference and behaviors) <ul><li>Small farms   </li><ul><li>Good deals – last long
  25. 25. Sensitive to price
  26. 26. Versatility
  27. 27. Non-loyal to the dealer
  28. 28. Low to medium revenues </li></ul></ul>
  29. 29. Size of the segments
  30. 30. Segment attractiveness <ul><li>Two segments : High & Medium
  31. 31. High </li><ul><li>Brand image driver
  32. 32. Enable testing new technology / product
  33. 33. Large revenues
  34. 34. Early adopters </li></ul><li>Medium </li><ul><li>Volume and revenues
  35. 35. Sensitive to Large farms decisions </li></ul></ul>

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