1. Example: Segmentation for Heavy Equipment Buyers (Business Customers)
Partner Institutional
Total System Price Common interest IBM syndrome
(Long-term Long-term view Risk averse
analytical approach Relationship important Litigous
to determining value
Open communication Decision making unit
Brand sensitive
Attitude to Price
Deal Seeker Egotists
Does research Tough negotiators
Acquisition Price Open communicator No relationship
(more focus on Relationship – get last look Needy
upfront costs One-off purchaser Shop your bid
Will mistreat you
Commodity Buyer Buyers from Hell
Uninformed Want everything
Don’t learn from experience Take, take, take
Price Tight fisted Should know better
is everything Uninvolved in gensets?
Independent Customer desire for High Maintenance
pre & post sales support

2. Key Market Segmets
High end
(Brand, Quality)
Partners
20%
Institutional
11%
Low High
Support Support
Deal Seekers Egotists
20% 10%
Commodity Buyers Buyers from Hell
26% 13%
Low end
(Price)