In this case study article the segments that they intended to go after was women’s Clothing. They identified that they lacked presence in this market and it was a very poor distribution of sales throughout their products. So, in 2014 they launched their “I Will What I Want” campaign. This was the largest global women’s marketing campaign they had ever run. The strategies implemented really revolved around empowerment of women.
I feel that four to five key points to remember when implementing segmentation strategies are as follows. Research your competitor, know the needs of your audience, identify your target market demographic, and do the necessary research on your market. Generally speaking, doing these few things will lead to a successful implementation into a market segment.
A new market segment that I have noticed recently is in the auto industry people are steerin away from cars and really pushing the SUV market heavily in the united states. A compact SUV with good gasmileage will sell over a compact car with great success the auto makers have found. This is one of the main drivers (pun intended) that led to Ford stopping all production of cars except for the mustang. Honestly, I agree with the decision. Certain brands dominate that market segment and why wouldn’t you allocate all your resources to making the vehicles that are your highest selling even more valuable. This is a tactful move for Ford to also enter into the newest market segment of electric vehicles. There really isn’t currently a big market for electric SUV and trucks which I feel will be their next biggest move.
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