Market Segmentation Strategies


Having segmented a market, the task is then to determine which segments are profitable to serve. The business can adopt one of three market segmentation strategies:

  1. undifferentiated marketing, in which the business attempts to go after the whole market with a product and marketing strategy intended to have mass appeal.
  2. differentiated marketing, in which the business operates in several segments of the market with offerings and market strategies tailored to each segment.
  3. concentrated marketing, in which the business focuses on only one or a few segments with the intention of capturing a large share of these segments.[1]



  1. ^ American Marketing Association, AMA Dictionary.

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