  Exploring
Market Segmentation Within The FMCG Sector - A Multiple Case Study
Approach (2008) This
dissertation examines segmentation from the viewpoint of the Fast
Moving Consumer Goods (FMCG) industry. However, one of the key
drawbacks in the literature is the lack of formal evidence referring to
these FMCG companies. In Haley’s (1985) book
“Developing
Effective Communication Strategy: A benefit Segmentation
Approach”, he mentions that the first segmentation study was
conducted in 1961 for Procter and Gamble. By the late 1960s and early
1970s, market segmentation studies had become rampant, which was the
period when the majority of literature was written on this topic.
Interestingly it seems that this early literature was written primarily
from a FMCG perspective, whereas current literature is based on the
Telecom and Banking industries. The world of segmentation has changed
with the introduction of new methods such as “mass
customization”, which is being adopted primarily by the
telecom
industry. However, a question which needs to be answered is whether
segmentation techniques have recently changed in the FMCG industry, as
the current literature fails to address this topic. Therefore, the
premise of this study is to review current segmentation practises in
FMCGs, due to this dearth of information. In order to understand the
current practises in segmentation, the author plans to research three
Blue Chip UK based FMCG (Fast Moving Consumer Goods) companies to
analyse how and why they are implementing segmentation, how well they
do it and its effectiveness to the business. Consequently, the question
which arises is “what data is collected for segmentation,
what
are the methods of segmentation used in FMCGs, how is segmentation
being implemented and what impact it has on business
performance?”
1. Introduction Background and Rationale for the Study Research Objectives and Methodology Dissertation Structure 2. Literature Review Introduction Background to Segmentation Segmentation Definitions Why Segment? Information (Data) Primary versus Secondary Data Data Collection Methods Data Analysis Methods Discussion Insight (Methods) A Priori and Post Hoc Segmentation Variables Geographic Demographic Segmentation Psychographic Segmentation Needs/Benefit Segmentation Situation Behavioural Segmentation: Occasion and Loyalty Discussion Initiation (Actioning market segmentation) Place Price Product and Promotion Discussion Indication (Evaluation) Measurement Evaluation Discussion Organizational Context Summary 3. Objective & Methodology of Study Introduction Research Aim and Objectives Rationale for Research Strategy Methodology Selection Criteria Method Selection Multiple Case Study Approach Methods of Data Collection Sampling Unit of Analysis Questionnaire Design Case Study Analysis 4. Results Introduction Case Study 1 – Houseofbrands Background Segmentation and the Organization Data Methods Actioning Segmentation Evaluation Case Study- LetsGo Background Segmentation and the Organization Data Methods Actioning Segmentation Evaluation Case Study- Chocfull Background Segmentation and the Organization Data Methods Actioning Segmentation Evaluation Summary of Findings Across case-studies 5. Discussion of Results Introduction Implications of the Results Segmentation and the Organization Data Analytical Tools Insight – Methods A-Priori and Post Hoc Segmentation Variables Actioning Segmentation Evaluation Summary 6. Conclusion Introduction Summary of the Findings Managerial Implications Strengths and Limitations of the Study Suggestions for Future Research Areas Option 1 Option 2 7. References 8. Appendix How To Order 1. Select reference number market0049 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
|