I d e n t if y in g D e t e r m in in g S e le c t in g a P o s it io n in g
m a r k e t s w it h m a rk e t m a rk e t t h r o u g h m a r k e t in g
u n f u lf ille d n e e d s s e g m e n t a t io n to ta rg e t s t r a t e g ie s
Slide 2-2
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 2-2
Market Breakdown by Product in
the Beer Industry
16% 7% Popular
3%
Imports
Domestic
12% 25%
Premium
Light
37%
Slide 2-3
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 2-3
Steps in the Segmentation Process