Report
Data-driven market segmentation to guide strategy and resource allocation
For an international group, we have developed a data-driven market segmentation model that explains why certain markets are more successful than others – beyond mere geography.
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Background
An international group had to manage its operations across numerous markets. However, the standard categorisation by geographical region provided only a limited explanation as to why some markets are more successful than others – factors such as the political environment, institutional stability and the media landscape were not taken into account.
Our Approach
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1
Structuring the markets according to relevant characteristics and grouping them into comparable clusters.
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2
Analysis within the clusters to identify what distinguishes successful markets from less successful ones.
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3
Formulation of specific recommendations on the direction of strategy and resource allocation for each market.
Result
A clear picture emerged of what works in which markets. The client was able to tailor its strategy and resources specifically to less successful markets.