Case Study: Analysis of Implementation of Market Segmentation as a Strategy for Small Business

By Lucila Zárraga Cano & Enrique Corona Sandoval (Universidad del Caribe); Víctor Manuel Molina Morejón (Universidad Autónoma de Coahuila)

Every time the markets are more fragmented and market segmentation has a role in marketing strategies, is a tool that brings together both individuals and organizations, help to define more precisely the needs and desires of customers, to take decisions, to define more precisely the objectives of marketing and to allocate resources. This research aims to identify which segmentation variables used by small businesses and if they are planned and executed as a precision tool to know your client and really promote marketing strategies that create competitive advantages, as well as analyzing the theoretical segmentation with respect to business models. The qualitative study will have a focus group of business entrepreneurs, consumer guide topics will be designed by experts.

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