Subject category:
Marketing
Published by:
Babson College
Version: 8 May 1996
Length: 32 pages
Data source: Field research
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Abstract
The marketing manager for DSM''s polyethylene business needs to determine the most effective approach to segment the polyethylene market in Europe. His company sells polyethylene materials across Europe and into many different segments. Choices are segmentation by: (1) geography or countries; (2) by application types; (3) by processing; (4) by product technology; and (5) by buying process. The case allows for a full discussion of issues surrounding segmenting a market and allows for a full discussion of the value of effective type of segmentation. Implications of different segmentation on the company''s organisation can be discussed.
Location:
Industry:
Size:
USD5 billion
Other setting(s):
1955
About
Abstract
The marketing manager for DSM''s polyethylene business needs to determine the most effective approach to segment the polyethylene market in Europe. His company sells polyethylene materials across Europe and into many different segments. Choices are segmentation by: (1) geography or countries; (2) by application types; (3) by processing; (4) by product technology; and (5) by buying process. The case allows for a full discussion of issues surrounding segmenting a market and allows for a full discussion of the value of effective type of segmentation. Implications of different segmentation on the company''s organisation can be discussed.
Settings
Location:
Industry:
Size:
USD5 billion
Other setting(s):
1955