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Challenges of defining and implementing strategic market segmentation
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613519422160896 |
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| access_status_str | Open Access |
| author2 | Corder, Clive |
| author_browse | Corder, Clive |
| author_facet | Corder, Clive |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/22807 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:26.341Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/22807 Challenges of defining and implementing strategic market segmentation Corder, Clive ichelp@gibs.co.za Mugadza, Nyasha Olivia Valerie UCTD Market research Strategy Segmentation variables Market segmentation Segmentation practice Dissertation (MBA)--University of Pretoria, 2012. Much has been written about the discipline of market segmentation as both a marketing competency and ultimately a valuable component of overarching business strategy. Organisations have demonstrated the practical benefits of harnessing segmentation in various market contexts and shown the theoretical constructs of the discipline to be sustainably sound in their capacity to guide businesses towards strategic portfolio optimisation. Despite this rich history however, recent academic investigation has highlighted that deep complexity plagues the effectiveness with which segmentation is harnessed with significant impact on business outcomes.This study was developed from a curiosity to explore some of the identified gaps with specific reference to how these manifest within the South African operating environment. Detailed review of literary perspective on the matter highlighted topical aspects that were deemed meaningful to use as a roadmap to guide the study investigations. Research data was collated from seasoned South African marketing practitioners and used to evaluate their practical experiences of defining and implementing market segmentation against established academic perspective. The study was purely qualitative with data being collected through 10 in-depth interviews that were conducted with target respondents from 10 different organisations across six industry sectors.The findings were analysed using a recently released version of leading qualitative data analysis software enabling the identification of key themes and the construction of resulting association maps. The ensuing network maps ultimately enabled the construction of a consolidated organisational interaction map that typifies the stated experiences of South African marketers in their attempts to leverage and optimize strategic value from market segmentation for their organisations.<p/> Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T13:48:12Z 2013-04-29 2013-09-06T13:48:12Z 2013-04-25 2012 2013-02-24 Dissertation Mugadza, NOV 2012, Challenges of defining and implementing strategic market segmentation, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/22807 > F13/4/234/zw http://hdl.handle.net/2263/22807 http://upetd.up.ac.za/thesis/available/etd-02242013-100956/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Market research Strategy Segmentation variables Market segmentation Segmentation practice Challenges of defining and implementing strategic market segmentation |
| title | Challenges of defining and implementing strategic market segmentation |
| title_full | Challenges of defining and implementing strategic market segmentation |
| title_fullStr | Challenges of defining and implementing strategic market segmentation |
| title_full_unstemmed | Challenges of defining and implementing strategic market segmentation |
| title_short | Challenges of defining and implementing strategic market segmentation |
| title_sort | challenges of defining and implementing strategic market segmentation |
| topic | UCTD Market research Strategy Segmentation variables Market segmentation Segmentation practice |
| url | http://hdl.handle.net/2263/22807 http://upetd.up.ac.za/thesis/available/etd-02242013-100956/ |