Documente Academic
Documente Profesional
Documente Cultură
PROJECT REPORT
ON
“MARKET SEGGMENTATION ”
SUBMITTED BY SUBMITTED TO
FOR
OF
MBA
2019\2020
DETAILS OF FILE
Pages- 35-55
Title Page
Declaration
Guide Certificate
Acknowledgement
Index
Times new roman -12 size in paragraph, 14 for sub-heading & 16 for heading
Properly aligned with 1.5 inch margin left & right
Print out A4 size
Page no. on right align in header
Page no. in index match with page no.
PAGE SERIES
Title Page
Declaration
Guide Certificate
Acknowledgement
Index (Table of contents)
Introduction of the topic (overview, swot analysis)
Objective of the study
Literature Review
Research Methodology
Data analysis & interpretation
Findings
Significance/ future scope of the study
Limitations of the study
Suggestions/recommendation
Conclusion
Bibliography
Appendix (Questionnaire)
DECLARATION
I,The undersigned, hereby declared that the project report entitled “Topic Name”
submitted by me to the university in the partial fulfillment of the requirement for the
award of degree of MBA (full form) under the guidance of “guide name” is my original
work & the conclusion drawn therein are based on the material/data collected by myself.
The report submitted is my own work & hence not from any other source.
This is to certify that student name is the bonofied student of MBA have successfully
completed the project work as described by the university in the partial fulfillment of the
MBA(full form) of the academic year 2018-19.
Project guide
Signature
ACKNOWLEDGEMENT
A successful project is the result of team work & coordination that includes not only the
group of developers who put for the ideas, logics but also those who guide them. So, at
the completion of the project I feel obliged to extent my gratitude towards all those who
made valuable conclusions throughout my research period.
I am thankful for all the knowledge/guidance & support imparted by “guide name” to me
who gave me invaluable knowledge in the period.
In addition I wish to convey deep sense of gratitude towards “hod name” at any time. I
needed.
By arranging their company’s target market into segmented groups, rather than
targeting each potential customer individually, marketers can be more efficient with their
time, money, and other resources than if they were targeting consumers on an
individual level. Grouping similar consumers together allows marketers to target specific
audiences in a cost effective manner.
Marketing goals are specific objectives described in a marketing plan. These goals can
be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used
to measure marketing success. When explicitly set, measurable goals are key for
marketers to be successful. Some examples of marketing goal
Low cost producer of quality equipment due to cheap labour and fully
depreciated plants.
Flexible manufacturing set up.
Entry barrier due to high replacement cost of its manufacturing facilities.
Large Pool of engineers.
WEAKNESSES (W): -
High working capital requirement due to its exposure to cash starved SEBs
(State electricity boards) and High WIP.
Inability to provide project financing.
OPPORTUNITIES (O): -
THREATS (T): -
Technical suppliers are becoming competitors with the opening up of the Indian
economy.
Fall in global power equipment prices can effect profitability.
OBJECTIVE
West Pacific Marketing Consultants' objectives are to make an equal and fair
profit in the business-to-business (B2B) and business-to-consumer (B2C)
marketing services industry. This goal is to be reached by attaining the
numbers presented in the Sales Forecast and Financial Plan topics.
According to Charles W. Lamb and Carl McDaniel (2003), the first step in
segmenting markets is to“select a market or product category for study”. It may be a
market in which the firm has already occupieda new but related market or product
category, or a totally new one. The second step is to “choose a basis or bases for
segmenting the market”. This step requires managerial insight, creativity and market
knowledge. The marketing mix has been described as product, distribution, promotion
and price strategies which are used to bring about mutually satisfying relationships with
target markets.
Craft, Stephen Show (2004) in his study that in general, customers are willing to
pay a premium for a product that meets their needs more specifically than does a
competing product. Thus marketers who successfully segment the overall market and
adapt their products to the needs of one or more smaller segments stand to gain in terms
of increased profit margins and reduced competitive pressures. Small businesses, in
particular, may find market segmentation to be a key in enabling them to compete with
larger firms. Many management consulting firms offer assistance with market
segmentation to small businesses. But the potential gains offered by market segmentation
must be measured against the costs, which—in addition to the market research required to
segment a market may include increased production and marketing expenses.
Wendell Smith (1956) suggested that segmentation, the division of a market into
groups of customers who share certain characteristics or propensities toward a product or
service, might be an effective way for an organization to manage diversity within a
market. Since that time, a rich literature has developed suggesting techniques and bases
upon which a single domestic market might be effectively broken into actionable
customer segments. While there is a large literature which focuses on the criteria that can
be used for segmenting a market, far less attention appears to have been paid to the
accompanying requirements for what Kotler (1998) terms effective segmentation.
Thomas (1980) argued that any proposed segmentation should pass four tests, namely
with reference to measurability, accessibility, stability and substantiality. However, there
are differences in the number and types of tests.
Through market segmentation the firm can provide higher value to customers by
developing a market mix that addresses the specific needs and concerns of the selected
segment. Stated in economic terms, the firm creates monopolistic or oligopolistic market
conditions through the utilization of various curves of demand for a specific product
category (Ferstman C., & Muller E., 1993). This is an expanded application of the
Microeconomic theory of price discrimination, where the firm seeks to realize the highest
price that each segment is willing to pay. In this case the theory's reliance on price is
Segmentation as a process consists of segment identification, segment selection and the
creation of marketing mixes for target segment
RESEARCH MATHODOLOGY
DATA COLLECTION
The task of data collection begins after the research problem has been defined
and research design chalked out. While deciding the method of data collection to be
used for the study, the researcher should keep in mind two types of data viz. Primary
and secondary data.
Primary Data: -
The primary data are those, which are collected afresh and for the first time and
thus happen to be original in character. The primary data were collected through well-
designed and structured questionnaires based on the objectives.
Secondary Data:
The secondary data are those, which have already been collected by someone
else and passed through statistical process. The secondary data required of the
research was collected through various newspapers, and Internet etc.
INTERVIEW
Interviews lead to a better insight to subjective & open questions almost all
interviewees responded.
SAMPLE UNIT
SAMPLE FRAME
SAMPLE SIZE
SAMPLE DESIGN
Care was taken to choose the sample based on considerations like age, sex & work
“haphazard sampling” only. The time consideration & size of population were major
0% 20%
50% 15%
15%
0% 20%
50%
30%
This graph shows that 0% of employees are strongly agree about the point
, 20% of employees are agree on the point, 30% are neither agree nor
disagree,50% are disagree and rest 0% of employees are strongly
disagree.
I spend parts of my day daydreaming
about a better job.
10% 0%
15%
15% 60%
This graph shows that 60% of employees are strongly agree about the
point , 15% of employees are agree on the point, 15% are neither agree
nor disagree,10% are disagree and rest 0% of employees are strongly
disagree.
I find much of my job repetitive and
boring.
10% 5% 0%
10%
75%
This graph shows that 75% of employees are strongly agree about the point , 10% of
employees are agree on the point, 10% are neither agree nor disagree,5% are disagree and
rest 0% of employees are strongly disagree.
I am mentally and/or physically
exhausted at the end of a day at work.
10% 5% 0%
85%
This graph shows that 85% of employees are strongly agree about the point , 10% of
employees are agree on the point, 5% are neither agree nor disagree,0% are disagree and rest
0% of employees are strongly disagree.
I feel that my job has little impact on the
success of the company.
20% 0%
50%
30%
This graph shows that 50% of employees are strongly agree about the
point , 30% of employees are agree on the point, 20% are neither agree
nor disagree,0% are disagree and rest 0% of employees are strongly
disagree.
I have an increasingly bad attitude
toward my job, boss, and employer
20% 0% 20%
60%
This graph shows that 0% of employees are strongly agree about the point
, 0% of employees are agree on the point, 20% are neither agree nor
disagree,60% are disagree and rest 20% of employees are strongly
disagree.
I am no longer given the resources I
need to successfully do my job.
0% 10%
30%
60%
This graph shows that 10% of employees are strongly agree about the point , 30% of
employees are agree on the point, 60% are neither agree nor disagree,0% are disagree
and rest 0% of employees are strongly disagree.
I am not being used to my full
capabilities.
0%
40% 40%
20%
This graph shows that 0% of employees are strongly agree about the point
, 40% of employees are agree on the point, 20% are neither agree nor
disagree,40% are disagree and rest 0% of employees are strongly disagree
I have received no better than "fair"
evaluations recently.
25% 0%
40%
35%
This graph shows that 40% of employees are strongly agree about the
point , 35% of employees are agree on the point, 25% are neither agree
nor disagree,0% are disagree and rest 0% of employees are strongly
disagree.
FINDING
A Priori segmentation. A-priori (pre-existing) segments are the most basic way of
creating market segments. ...
TO Usage segmentation (also known as decile analysis or pareto analysis) A
usage segmentation is based on prior behaviour. ...
TO Attitudinal research and cluster analysis. ...
TO Needs based segmentation.
SIGNIFICATION
To segmentation est l’action de decoupage d’ une population (clients,
prospects) en sous ensembles homogènes selon différents critères (données
socio-démographiques, besoins,
To comportment d’achat, RFM, ..). On parle alors de segmentation du marché
ou de segmentation de la clientèle selon le contexte.
To his blog post first appeared in the Arts Marketing Association’s, Journal of
Arts Marketing, and we are now sharing it with Smartinsight's readers.
To For more free resources, case studies, research and toolkits to promote art,
culture and heritage visit culturalhive website.
To Here are a few strategies and tips to help you navigate your way through
market segmentation. Start simple.
To Demographics provide a clear-cut way to divide a large market.
Psychographics. Behavioral. Geographic. Industry type or company size.
To We may often want to analyze each segment separately, as they may ...
mathematically using distance metrics, one
to can find different segmentation solutions.
To Market segmentation is key to ensure that marketing efforts are targeted
enough to drive conversions. Learn more about creating segments that can boost
profit.
BIBLOGRAPHY
Get this from a library! A world bibliography of bibliographies and of bibliographical catalogues,
calendars, abstracts, digests, indexes, and the like.. [Theodore ...
More like this: User tags; User lists; Similar Items
Edition/Format: Print book: English: 4th ed., rev. ...
Author: Theodore Bester man
Subjects: Bibliography of bibliographies. Biblio...
1. Name :
2. Age :
a. 20yers To 25yers [ ]
b. 26yers To 30yers [ ]
c. 31yers To 35yers [ ]
d. Above 36yers [ ]
3. Gender:
a. Male [ ]
b. Female [ ]
4. Marital Status:
a. Married [ ]
b. Unmarried [ ]
c. Divorce [ ]
d. Widow [ ]
5. Family Size :
a. Nuclear [ ]
b. Join family [ ]
6. Monthly Salary:
a. Below 6000rs [ ]
b. 6001rs To 12000rs [ ]
c. 12001rs To 18000rs [ ]
d. Above 18001rs [ ]
7. Education Qualification:
a. Illiterate [ ]
b. Up To 12th [ ]
c. Up To UG Degree [ ]
d. Up To PG Degree [ ]
e. Up To Diploma [ ]