An Emerging High-Technology Firm Develops and Sells a Line of Electronic

question 71

Essay

An emerging high-technology firm develops and sells a line of electronic software products and services that enable businesses to engage in business-to-business communications and transactions with suppliers and customers. The firm's products and services are used by retailers such as Wal-Mart, manufacturers like Pillsbury, apparel firms like New Balance Athletic Shoes, and insurance firms and others. The firm needs your assistance in segmenting this vast potential market that includes most types of businesses.
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First, suggest possible bases of segmentation that the high-tech firm might use in isolating potential clusters or segments of customers. Next, provide a set of guidelines that the firm might follow in evaluating whether or not a particular base of segmentation provides an appropriate market and strategic fit for the firm.

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Definitions:

Diversification

Diversification is a risk management strategy that involves spreading investments across various financial instruments, industries, or other categories to minimize risk.

JIT Systems

Systems based on the just-in-time principle that focus on continuous improvement by eliminating waste and only producing what is needed, when it is needed.

Layout

The arrangement of physical elements in a space, such as machinery in a factory or furniture in a room, optimizing efficiency and workflow.

Distance Reduction

Strategies or actions taken to decrease the physical distance between processes or elements, often to improve efficiency or reduce transportation costs.