What it is the Macro-segmentation and what is

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macro-segmentation

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What it is the macro segmentation

The macro segmentation It is a division of the relevant market to decide who will offer our products. Not the subdivision of our market segments market segmentation that is normal, and when the segments are really small, we call micro-segmentation strategy, it is not that. The macro-segmentation It is used to decide what will be our market with respect to the global market.

What use the Macro-segmentation

  • It helps define the scope of activity of the company and, therefore, it helps to focus on this area rather than be tempted to do "a bit of everything".
  • It helps to know which market we are targeting and, therefore, what needs must we satisfy to offer value to that market.

Macro segmentation

Macro-Segmentation Strategies

While the Macro-Segmentation It is very useful to decide who our market will be (strategic decision of company management or management), as a marketing strategy it is not.

A strategy of Macro-Segmentation It is based on offering the same type of product to the entire market. Today this practice is used only rarely. Companies that had always gone with a single range of products for the entire market (eg Coca-Cola) now use market segments (Coca-Cola Light, Coca-Cola Zero, etc ...) or customize even more locally ( Coca-Cola in Spain is not the same as in Morocco, there is much sweeter because like most to the market). A good exercise is to enter the web of Coca-Cola and see its product range. Read the description of each product and see that some are the same, but differently oriented segment: Coca-Cola.

On the internet, the marketing strategy we apply is always that of micro-segmentation.

If you want to know more about this technique, this article can help you: what is micro-segmentation

I hope I have helped you clarify the terms and what time you can distinguish macro-segmentation, segmentation and micro-segmentation.

Keep in touch

A hug

Montse.

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