Stage of product-market maturity
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most critical at the maturity stage of the product market - e.g.
substitute products. Buyer's needs are different at the maturity stage. |
Extent of diversity of buyers' wants and needs
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extensive segmentation options are limited when wants and needs
are basically similar. |
Market position
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low market share firms can strengthen their position by finding
a segment where they have a differential advantage to large competitors.
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Structure and intensity of competition
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selective targeting might be best in intense competition. |
Corporate resources and capabilities
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Economy of scale considerations
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