Market segmentation is a business strategy borne out of the competitive nature of the business environment. Segmentation can be defined as the process in which a business adopts changes with the purpose of capturing a particular market niche, otherwise called a segment. However, this should not be read to mean segmentation isolates other market niches. Rather, it specializes in the chosen niche.
In the women’s health clinic, segmentation can be achieved by employing a number of bases. This paper shall discuss three main bases. The clinic could consider geographical segmentation. In this case, the clinic conducts market research and identifies unique needs of particular geographical regions. In the clinic case, needs may be the common ailments in a particular area and the general economic standing of residents. Products would then be tailored consistent with services needed and the economic capacity.
Another segmentation option that could be employed is the consumer predisposition. In this approach, clinics seek to identify the likely consumer predisposition. Predisposition refers to the general character of the consumer and how he or she is likely to react to a situation. In the clinic case consumers could be clustered in terms of preventive and curative predispositions. In the former, the consumer probably prefers to prevent the infection or disease before attack, while in the latter; the consumer prefers to counterattack a disease for curative purposes. Upon classification of the consumers, the clinic would then tailor its products accordingly.
Finally, clinics could elect to employ demographics segmentation. Under this guise, clinics would identify the market demographics and particular stratifications. For instance, they need to know how many women live where and their respective ages. This data would then inform the decision as to the product availed and in what quantities.
Segmentation has a bearing on the product. The clinic would likely tailor its products in accordance to the segment it targets. For instance, in using geographical segmentation, products must be in line with geographical strata. Highly concentrated regions would receive more products while lowly concentrated areas receive fewer products.
References
O'Rourke, J. S. (2012). Management Communication. New York: Pearson Education.
Rego, L., Morgan, N., & Fornell, C. (2013). Reexamining the Market Share–Customer Satisfaction Relationship. Journal of Marketing, 23-26.
