Atos Consulting Look Out | Micro-segmentation of Marketplace

Concept

Micro-segmentation of the marketplace means that monolithic
markets, customer segments, and product categories are continually
breaking up into smaller clusters of demand and preference.
Customers are becoming ever more differentiated in their lifestyles and
interests, with smaller and more specialized groups responding to more
narrowly-targeted commercial messages.

Trajectory

Enterprises that traditionally offered a broad range of products or
services now face specialized competitors who provide more specific,
targeted solutions, often in new ways and at lower prices. The
customary ‘one size fits all’ packages are losing appeal as customers
increasingly cherry-pick offerings.
Enterprises need to develop more focused value packages to reach
smaller groups of customers sharing more specialized clusters of
preference, focusing on a few areas.
Web sources are threatening the ‘one-stop shopping’ premise of
information and knowledge enterprises such as educational institutions,
publishers, associations, and advisory services. Customer loyalty is less
of a priority as they compete for customers on an item-by-item basis.

SCRUTINIZING OF BIG BUSINESS >>

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