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Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the ... - page 6 / 21

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7-6

Evaluating Market Segments

Segment size and growth.

Analyze current segment sales, growth rates and expected profitability.

Segment structural attractiveness.

Consider effects of: competitors, existence of substitute products, the power of buyers/suppliers.

Company objectives and resources.

Examine company skills and resources needed to succeed in that segment.

Offer superior value/gain competitive advantage.

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