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Segmentation

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Presentation done as an exercise in class.

Presentation done as an exercise in class.

Published in: Education, Business, Technology

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Transcript

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