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Marketing I'll begin this discussion with a formal definition. Segmentation is the breaking down of a large, heterogeneous market into small, more homogeneous segments, in other words, the process by which marketers divide a large mass market into distinct customer subsets of similar needs and characteristics. Market segmentation is a key force driving demand for variable-data processing. Marketers' efforts to divide a large diverse marketplace into small, unique subsets of consumers with similar interests initiated the development of large databases of consumer information. In turn, these massive repositories of consumer preferences, purchasing habits, income levels, and demographics have made possible variable-data printing. Segmentation is popular because marketers widely believe that firms that segment their markets accrue higher sales than those using mass-market approaches.
For our research, we will use Mintel database. It contains Mintel's market research reports on the UK consumer goods industries and summaries of relevant press cuttings from a variety of sources. For our research, we will take telecommunication market. Robert Gordon University Library Home Page provides Information Resources. The research as to the development showed that UK entered eighth place among the countries that were considered to have the most advanced level of mobile Internet services. Ratings were awarded for 26 different criteria relating to infrastructure (50 % of the total score), usage (25 % of the total) and market structure (again, 25 % of the total).
It is a sign fast market development that is worth attention. According to mental online database, the telecommunication market in UK is primarily segmented into corporate and private users. As to corporate clients, we can outline four areas where the segments create a dominant market position: global telecommunications services for multinational corporate customers, international carrier services, telecommunications services on the UK-US route and certain international voice telephony services in the UK. The price strategy of the marketing mix in this area of services is influenced by microeconomic factors. The more clients use the service the less price is offered. The secondary data shows that the corporate segment is developing faster that the private user segment.
In defining our segment, we will primarily use demographics and psycho graphics. Demographics are probably the most widely recognized segmentation method and include attributes such as age, gender, income, occupation, education, race, nationality, religion, and family size. Psychographic segmentation dissects the market by social class, lifestyle descriptors, and personality traits. As to the segment, my suggestion is a. I can suggest taking young people aged between 13 and 18 years old as new segment of the telecommunication market. There some specific differences and opportunities in this segment.
In this age, teenagers experience an increased demand for communication. Sometimes, such an demand can be explained with a lifestyle which adolescents try to follow. It is connected with some tendencies like keeping in pace with fashion. The occupation of adolescents is also a very important factor to consider while describing this segment of telecommunication market. Education, relations with friends and the family have to be put in focus. All of these three factors play an essential role in targeting the market.
These factors shape the personality traits and individuality of adolescents and are the main factor to satisfy the customer need. It is possible to offer special services for the young people. It can any communication service starting from internet special programs for communication on line, psychological and medical support services ending with educational telecommunication services. It is also important to provide services that would satisfy the parents, as they are the ones who pay for the service. What I mean, parents would pay extra payments if they know that their children receive the required information and support at the time they need. The basis for this segment is this there is an increased willingness to try new services.
This age group are the first customers to buy new product. It is also different with its buying capability. At this age, people do not usually earn money, but they are sponsored by parents. Regardless of this dependency, the secondary data shows that this segment of the telecommunication market has a significant potential. There is another important characteristics of this segment.
Some sort of psychological addiction to mobile communication is traced in this segment. Teenagers used to have a mobile friend with whom she or he likes to communicate. They always need new services to use. The teenage mobile research showed that in this segment customers use mobile phone as often as multinational corporate clients. All this information indicates about the clear frames of this segment of the telecommunication market. Telecommunication services can also be an important means through which to provide and enhance professional development for school students.
Telecommunications are an important part of the Open University part time degree and many other courses in the UK are developing telecommunications links with student teachers in schools and their mentors. This has been hastened by the requirement to increased the element of training based on the school site. Some organizations like ITTE agree with the proposal to define maintained primary, secondary and special schools serving adolescents for the ages of 13 to 18 as a class of customer eligible for a higher level of service: We would like to see this expanded to sixth form colleges, teacher training institutions and non maintained schools. We feel that this will be a major opportunity that the UK should not ignore.
Bibliography: Scott, John. Marketing for Success. New York: Cooper Square Publishers, Inc. , 1993. web
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