Strategic market segmentation means identifying groups of people or companies whose homogeneous characteristics or behaviour, rational and emotional, justify the development of differentiated strategies to satisfy their respective needs.


Level I Objetives

	Selection of alternative criteria for segmentation.
	Identification of the best segmentation for each of the alternative criteria.
	Classification of the alternative criteria according to strategic, operative and statistic efficiency.

	Selection of the optimal criterion and elaboration of the best solution in terms of number of segments, direct or combined.
	Creation of a differentiating profile for each segment. Estimation of segment sizes.

Level II Objetives

	Identification and selection of strategically important segments based on their value, potential and attractiveness. Compilation of a detailed profile and evaluation of its accessibility and actionability.
	Identification of the optimal value proposition for every segment, in function of strategy and business cycle.
	Programing of an aplication to estimate the probabilities of forming part of a certain segment and to classify new cases into the identified segments.

Employed Techniques

Very often market segmentations are the culmination of base line studies. It often requires a previous phase based on qualitative methods and desk research to design the questionnaire with the security of not having left out any important criteria. tatistically speaking market segmentation requires the frequent use of direct, adapted or combined application of Hierarchic Cluster Analysis, Non Hierarchic Cluster Analysis, Homogeneity Analysis and Discriminant Analysis.