- 14 Marks
Question
Bisclothing manufactures clothing for the global market and has decided to segment the market to be able to serve its customers well. Your task is to:
i) State THREE bases for segmenting the global clothing market of Bisclothing. (6 marks)
ii) State FOUR conditions that Bisclothing can use to ensure a successful segmentation process for the company. (8 marks)
Answer
i) Bases for Segmentation:
- Geographic segmentation: Bisclothing can segment the market based on location, such as the country or region where the consumers live, because the type of clothing used in Europe will differ from the type of clothing used in Africa.
- Demographic segmentation: Bisclothing can segment the market based on factors like age range, sex, family life cycle, and income of consumers.
- Psychographic segmentation: Bisclothing can segment the clothing market based on factors such as lifestyle, attitudes, and beliefs.
(Any 3 x 2 marks = 6 marks)
ii) Conditions for Successful Segmentation:
- Identifiable: The clothing market must be capable of being identified as a separate market.
- Substantial: The segment must be large enough to guarantee the success of Bisclothing’s activities.
- Profitable: The segment must be able to yield enough profits for Bisclothing.
- Accessible: The segment must be reachable by Bisclothing through various communication platforms.
- Sustainable: The segment must be able to exist in the long term.
- Measurable: The segment must have the capabilities of being measured or assessed, so that the company will know whether it is achieving success or not.
(Any 4 x 2 marks = 8 marks)
Grand total: 14 marks
- Tags: Global Market, Market Segmentation, Segmentation Bases, Segmentation Conditions
- Level: Level 1
- Topic: Competitive forces and markets
- Series: NOV 2016
- Uploader: Dotse