by Juan Cabezas | Marketing, Positioning
If you say “instant photography” (to anyone over 40), they’ll probably think of Polaroid. If you say “cool, innovative smartphones” they’ll think of Apple. Each of these companies has succeeded in positioning itself in the...
by Juan Cabezas | Growth Strategy, Marketing, Segmentation
The terms market segment and market segmentation are usually used to mean a subdivision, and a system for subdividing a market by customer types. In this context, a definition of market segment is: An identifiable group of customers with requirements in common that...
