Segmentation and positioning in a basic industry

Abstract

Faced with a shrinking market and increased demand, many firms in basic industries are turning to the marketing concept as a strategy to enable them to be survivors in their industries. This research illustrates a framework that will help firms identify the major benefits industrial buyers are seeking, segment the market on the basis of the benefits sought, and estimate the position of their companies. This data enables the firms to select their target markets and develop a plan to position their firms to best serve the chosen target markets.