CASE STUDY: ANALYSIS OF IMPLEMENTATION OF MARKET SEGMENTATION AS A STRATEGY FOR SMALL BUSINESS, ESTUDIO DE CASO: ANALISIS DE LA APLICACION DE LA SEGMENTACION DE MERCADO COMOAESTRATEGIA PARA LAS PEQUENAS EMPRESAS

Lucila Zarraga Cano, Victor Manuel Molina Morejon and Enrique Corona Sandoval

Revista Internacional Administracion & Finanzas, 2013, vol. 6, issue 5, 109-119

Abstract: Every time the markets are more fragmented and market segmentation has a role in marketing strategies, is a tool that brings together both individuals and organizations, help to define more precisely the needs and desires of customers, to take decisions, to define more precisely the objectives of marketing and to allocate resources. This research aims to identify which segmentation variables used by small businesses and if they are planned and executed as a precision tool to know your client and really promote marketing strategies that create competitive advantages, as well as analyzing the theoretical segmentation with respect to business models. The qualitative study will have a focus group of business entrepreneurs, consumer guide topics will be designed by experts.

Keywords: Segmentation; Markets; Small Businesses (search for similar items in EconPapers)
JEL-codes: M3 M30 M39 (search for similar items in EconPapers)
Date: 2013
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/riafin/riaf-v6n5-2013/RIAF-V6N5-2013-8.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:riafin:v:6:y:2013:i:5:p:109-119

Access Statistics for this article

Revista Internacional Administracion & Finanzas is currently edited by Terrance Jalbert

More articles in Revista Internacional Administracion & Finanzas from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).