jerryking + marketing + michael_raynor   1

Market Segmentation
Jim, I believe you can best help your sister in her market segmentation challenge by taking a hard look at the behavioural approach to market research popularized by folks like Clayton Christensen, and his disciples, Mike Raynor at Deloitte Research and Scott Anthony at Innosight. Here is the short introduction to the approach (http://www.forbes.com/forbes/2003/1013/082_print.html). The slightly longer, but more detailed version can easily be found online in the Spring 2007 MIT Sloan Management Review article, “ Finding the Right Job For Your Product”. Once you’re on top of it, you might share it with your sister as she thinks about the print market in Halifax.

The course you’re contemplating recommending, segmenting by target attributes (i.e. using D&B data and looking at size of company), seems straightforward and easy but that’s because that’s the data--the only data--to which you readily have access. The danger of recommending this traditional approach to segmentation is that if your sister pursues it, it will surely lead her into to zero-sum competition with other print & ad agencies in the Halifax. She will be hard-pressed to find sustainable new opportunities this way.
market_segmentation  market_research  marketing  Michael_Raynor  Clayton_Christensen  advice 
november 2011 by jerryking

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