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- W2022298908 abstract "Purpose – This paper aims to explore how segmentation is often undertaken in practice, highlighting problems commonly encountered. It is based on the deregulated and highly competitive UK market for energy, namely gas and electricity supply. The case is appropriate for modules in marketing strategy, target marketing and marketing management, at MBA, MSc or advanced UG levels.Design/methodology/approach – The case highlights why this organisation opted for segmentation, how it conducted this project, and the problems faced. These insights are referenced with the segmentation literature.Findings – With little product differentiation possible, gas and electricity tend to be price‐driven purchases, which increases the importance of effective segmentation and shrewd target segment selection. Both consumer and business segments are cited, but the case focuses more on the business‐to‐business outcomes. The approach adopted for selecting which segments to target is also featured. This case explores the use of mar..." @default.
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- W2022298908 date "2011-09-20" @default.
- W2022298908 modified "2023-09-26" @default.
- W2022298908 title "Segmenting the energy market: problems and successes" @default.
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- W2022298908 doi "https://doi.org/10.1108/02634501111166094" @default.
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