Product details

The case study tackles the topics of segmentation and targeting in industrial markets. It focuses on the cement industry and the various destination markets, and is based on data on the Italian market. Although it is mainly focused on the topics of segmentation and targeting, the case study also provides material for discussing other aspects of strategic marketing management that are related to these topics. The case study provides the opportunity to face the specificity of demand analysis and market segmentation in business-to-business marketing (macro and micro segmentation and composition of the purchasing centre and the characteristics of the people who work there). It also provides data to evaluate the main competitors' offer profile and assess the competitive gaps among the firms operating in the industry. The case study also provides data to discuss the economic and competitive assessments that inform the choice of the target market, as well as the decision about the objectives and the competitive positioning that might be worth pursuing in the target market.