Week 1 Summary

We have looked in more detail at the first pillar of Strategic Marketing – Segmentation. We explored why and how companies go about segmenting their customers, the four factors that allow for successful and meaningful segmentation.

Further steps

If you would like to know more about segmentation in practice, click on the link below to read about Harrods’ marketing segmentation strategy in the article by Charlotte Rogers published in Marketing Week:

Why Harrods’ marketing boss doesn’t believe in segmentation

Next week

In Week 2 of this course we will look at the next step marketers undertake, which is choosing the right segment and how to target it.