terça-feira, outubro 18, 2016

Segmentar porque os clientes não são todos iguais

"A paper company took this approach in developing a new offering (product plus services) for its North American customers. The company makes packaging material and is one of several such firms in the market, some of which are tiny shops while others are enormous global companies.
Historically, the paper company segmented based on customer size— small, medium, and large. But several functions, including sales and customer service, had routinely pointed out this segmentation was not actionable. For example, some of the largest customers only needed the most basic features and were willing to pay less as a consequence, while others needed fully featured offerings. To make matters worse, many small and medium-sized customers valued features such as support services that had only been offered to large customers. What's more, many customers of all sizes complained delivery was too slow and needed to be “just in time.Other customers, those with large warehouses that could stock plenty of paper, didn't care about just-in-time delivery. They could just pull it from their warehouses."
So in thinking about how to design its new product and service offering, the paper company realized it would have a failure on its hands if it continued with the status quo segmentation."
E a sua empresa segmenta o mercado que serve? Qual é o critério que segue? E esse critério é útil? Qual é o segmento-alvo da sua empresa?
Conheço muitas empresas que teimam em não segmentar o mercado onde actuam. Querem ir a tudo o que mexe, querem servir toda a gente... cuidado com a curva de Stobachoff. E... cuidado com as fiambreiras.

Trecho retirado de "Monetizing Innovation" de Ramanujam e Tacke.

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