Mind you - {getting to|attending to} that endpoint {is not|is just not|isn't|just isn't|shouldn't be|will not be} {always|all the time|at all times} {straightforward|easy|simple}. It's made {easier|simpler} by the {process of|means of|strategy of|technique of} progressive segmentation. For {although|though} market segmentation is the breaking down of {a large|a big} market into {a number of|a lot of|a variety of|numerous|plenty of|quite a few|quite a lot of|various} smaller, {more|extra} homogeneous ones, {that is the|that's the} reverse of {the process|the method} that {leads to|results in} {the need|the necessity} for segmentation. {In their|Of their} formative {period|interval}, all markets are small and homogeneous. So in recommending the {process of|means of|strategy of|technique of} progressive segmentation what one is doing is replicating {the manner|the style|the way} {in which|by which|during which|through which|wherein} the market has grown {over the years|over time|through the years}. {The following|The next} segmentation of the 4X4 {automobile|car|vehicle} market illustrates the {process of|means of|strategy of|technique of} progressive segmentation. The 4X4 market {over the last|during the last|over the past} decade or so has been {one of the|one of many} few {growth|development|progress} segments in an {otherwise|in any other case} mature {market for|marketplace for} {automobiles|cars|vehicles}. The {segment|phase|section} was {originally|initially} formed by a single product - the Land Rover. Now {we have|now we have|we have now|we now have|we've|we've got} the {short|brief|quick} wheel base {light-weight|lightweight} Suzuki Sx4 at one {end|finish} of the spectrum and the Ferrari FF at {the other|the opposite}. {The only|The one} {thing|factor} these two {cars|automobiles|vehicles} have in {common|frequent|widespread} is that the drive is to all {four|4} wheels - and {yet|but} {the development|the event} of {both|each} {can be|could be|may be|might be|will be} traced {back|again} to the Land Rover.
Eight segments of the 4x4 market have been {identified|recognized}. The {progression|development} from one {segment|phase|section} to eight segments goes like this. Step 1 - Take {the whole|the entire} market and divide it into two or three broad divisions - in {this example|this instance} {body|physique} {shape|form} has been used {but it|but it surely|however it|nevertheless it} {could|may|might} have been {high|excessive} and {normal|regular} {ground|floor} clearance. Step 2 - Ask {yourself|your self} - do all {customers|clients|prospects} {within|inside} {each|every} {of these|of those} two segments have {the same|the identical} {needs|wants}? If {the answer|the reply} {is no|is not any|isn't any}, go to {the next|the following|the subsequent} {level|degree|stage} of segmentation. So the 4X4 saloon {segment|phase|section} is divided into two - {those|these} {customers|clients|prospects} who {want a|desire a|need a} {car|automobile|automotive} with superior on-{road|highway|street} {performance|efficiency} {and those who|and people who|and those that} {want|need} the {safety|security} and traction {benefits|advantages} of 4X4 in a saloon which {also|additionally} has some off-{road|highway|street} {ability|capability|capacity|means|potential|skill}. This latter group {wants|desires|needs} 4X4 {ability|capability|capacity|means|potential|skill} {to assist|to help} them in {getting to|attending to} their {destination|vacation spot} - a ski resort, {perhaps|maybe}. But {it's the|it is the} {destination|vacation spot} not the journey {that's|that is} {the main|the primary|the principle} focus. Cars {built|constructed} for the {road|highway|street} {performance|efficiency} market {range|vary} from the Subaru WRX to a Lamborghini.
For {owners|homeowners|house owners} {of these|of those} {cars|automobiles|vehicles}, {it's the|it is the} journey {rather|fairly|moderately|quite|reasonably|relatively|slightly|somewhat} than the {destination|vacation spot}. {The traditional|The normal|The standard} 4X4 {segment|phase|section} has spawned three sub-segments {but|however} {only one|just one} {of these|of those} has escaped {further|additional} segmentation. The on-{road|highway|street}/off-{road|highway|street} utility market has {split|break up|cut up} into two. Segment 5 is a fusion of {the traditional|the normal|the standard} 4x4 {shape|form} with the iconic Australian ute. Loved by tradesman {for their|for his or her} carrying and towing {capacity|capability}, {they are|they're} GST free and {relatively|comparatively} {inexpensive|cheap} and fitted with a {dual|twin} cab, can takes {friends|associates|buddies|mates|pals} and {family|household} to {places|locations} {where|the place} a ute would {never|by no means} {venture|enterprise}. Very macho in character, with voice-overs in Tv {ads|advertisements|adverts} {that are|which are|which can be|which might be} {instantly|immediately} {associated with|related to} meat pies and VB, {I have|I've} {yet|but} to see one {driven|pushed} by a {woman|girl|lady}. Step {3|three} - The SUV market is {split|break up|cut up} into three sub-segments. {Let's look at|Let us take a look at|Let's take a look at} {the two|the 2} smaller segments first. Segment 6 {appears|seems} to be in decline. When it first {split|break up|cut up} off from Segment 4, it was epitomised by the Toyota Rav {4|four} - a small, lightweight 4x4 that {could be|could possibly be|may very well be|might be} {found|discovered} at any surf {beach|seashore|seaside} with {a couple of|a few} boards on the racks.
Segment 7 {used to be|was|was once} the preserve of the Range Rover which, {at the|on the} time of its introduction, {provided|offered|supplied} {users|customers} with {a unique|a novel|a singular} {combination|mixture} of {luxury|luxurious}, off-{road|highway|street} and on-{road|highway|street} {performance|efficiency}. You {probably|in all probability|most likely} {wouldn't|would not} see it towing a caravan {but|however} a horse float was a {sure|certain|positive} {bet|guess|wager}. The Range Rover {started|began} this {segment|phase|section} {but|however} {over the years|over time|through the years} it has been joined by rivals from Mercedes, BMW, Lexus, Audi and Porsche. Who would have thought that the humble Land Rover, launched in 1948, {would be|can be|could be} the progenitor of such {stylish|fashionable|trendy}, {sophisticated|refined|subtle} and {high|excessive} {performance|efficiency} {vehicles|automobiles|autos}? Step {4|four} - As Segment {4|four} grew, it {became|grew to become|turned} {apparent|obvious} that such {vehicles|automobiles|autos} {were|had been|have been} {really|actually} too {extreme|excessive} for {where|the place} they spent {the great|the good|the nice} majority of their life on bitumen, in suburbia, delivering {the kids|the children|the youngsters} to and from {school|college|faculty}. They {were|had been|have been} too {big|huge|large|massive}, too thirsty and too {expensive|costly}. What many {consumers|customers|shoppers} {needed|wanted} was a {less|much less} rugged, {more|extra} {stylish|fashionable|trendy} 4x4, {bigger|greater|larger} than {those|these} {available|accessible|obtainable|out there} in Segment 6 {and far|and much} {less expensive|cheaper|inexpensive} than {those|these} in Segment 7. And so the Sports Utility Vehicle (SUV) was born. Is the SUV market one {segment|phase|section}?
I'm {sure|certain|positive} it {isn't|is not}. It's progressively fragmenting into {a number of|a lot of|a variety of|numerous|plenty of|quite a few|quite a lot of|various} sub-segments as {consumers|customers|shoppers} {become|change into|develop into|grow to be|turn into|turn out to be} ever {more|extra} {specific|particular} {in their|of their} {needs|wants}. {The ability|The flexibility|The power} to {segment|phase|section} your market {is essential|is crucial|is important} to strategic planning {these days|as of late|lately|nowadays|today} and the {technique of|strategy of} progressive segmentation can {help you|aid you|allow you to|assist you|assist you to|enable you|enable you to|make it easier to|provide help to|show you how to} do it. Starting with a single {segment|phase|section}, {the process|the method} works {just|simply} as {well|effectively|nicely|properly} for an accounting {practice|apply|follow|observe} {as it|because it} does for an orchardist. Redesign your {total|complete|whole} product {offering|providing} - By asking {yourself|your self} - how does this {segment|phase|section} differ from {another|one other} that I service - {you can|you may|you possibly can|you'll be able to} {better|higher} tailor your product to {customer|buyer} {needs|wants}. Identify {emerging|rising} new segments - Unless you {segment|phase|section} your market, {you may|chances are you'll|it's possible you'll|you could|you might} miss the {birth|beginning|delivery|start} {of new|of latest|of recent} segments. Markets are {forever|ceaselessly|endlessly|eternally|perpetually|without end} fragmenting - breaking up as {customers|clients|prospects} {seek|search} {different|completely different|totally different} {benefits|advantages} or {different|completely different|totally different} {combinations|combos|mixtures} {of benefits|of advantages} or {different|completely different|totally different} weighting {of benefits|of advantages}. Take retirement planning. If {I was|I used to be} a {financial|monetary} adviser, I {would be|can be|could be} {keeping|conserving|holding|maintaining|preserving|protecting|retaining} very {close|shut} watch on how the {needs|wants} of my {client|consumer|shopper} base {were|had been|have been} {changing|altering} {and how|and the way} one {big|huge|large|massive} {segment|phase|section} was breaking into {several|a number of} smaller ones.
