Ⅱ. The main
1. Segment Marketing
1.1 Define
Segment Marketing analyze the customer's data based on database and segmentcustomer's information, diversify product or service matching customer's propensity.
1.2 Background
SK Telecom has highly market shares in 1999 years, but has structure weaker than competitors in early 20's market. Considering characteristics of a mobile phone that
Ⅱ. The main
1. Segment Marketing
1.1 Define
Segment Marketing analyze the customer's data based on database and segmentcustomer's information, diversify product or service matching customer's propensity.
1.2 Background
SK Telecom has highly market shares in 1999 years, but has structure weaker than competitors in early 20's market. Considering characteristics of a mobile phone that
Introduction
Our team prepared the case on CRM(Customer Relationship Management) in Everland. Actually, we first prepared SCM(Supply Chain Management) in P&G. But many team presented about SCM, so we changed main subject. When we prepare CRM, we thought a concept of CRM is similar to marketing. But we thought every company have to be concerned about customer for continued existence. Everland
Segmentation
We divided the possible customers according to their profession, age, and financial status. (table 1 of the appendix)
2. Targeting
1) The target customers: male customers aged between 20 and 33 (the second and third segments) living in Apgujung-dong.
2) Targeting strategy: a combination of differentiated marketing and mass-customized marketing through providing different market
1. Customer Segment
Home users
All personal usage of computers
Smaller market than commercial
space.
Large enterprise
The needs of customers vary
from business to business
Small and medium Business
DELL has been a strong player in
the SMB market
Public sector
Government, education and
health care as areas of strategic
focus