THE EFFECT OF MARKET SEGMENTATION AND POSITIONING OF COMPANY PERFORMANCE

THE EFFECT OF MARKET SEGMENTATION AND POSITIONING OF COMPANY PERFORMANCE

This project work was an attempt to investigate the effect of market segmentation and position of company performance.  The main objectives were:-

The main objectives were:

1. To know what market segmentation and positioning is al about as it involves the company under study.
2. To known how the company’s sales is structured.  This could be geographically, regionally or customer structured and if it can determine or known its target customers.
3. To know if the companies actually applies market segmentation and positioning in the sales of its product.

Based on the objectives of the study, two (2) hypotheses were formulated.  The populations of study were drawn from the customers, of selected textbook companies in Enugu.  Bourley’s formular was used to determine the sample size.   Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected.

        Based on the analysis, the following findings were made;

1. In testing the result of the analysis with hypothesis number one, it was gathered from the analysis that the company use market segmentation and positioning to achieve the market target of the company.
2. The hypothesis number two(2) showed that the operations of the organization are regionally structured.

The research therefore made the following recommendation:-

1. On the issues of finance, the research strongly recommend that adequate provision of capital should made.
2. The organization should also engage more in market research and survey.

TABLE OF CONTENTS

Title page

Abstract

Table of Contents

CHAPTER ONE

INTRODUCTION

1.1        Background of the study

1.2        Statement of the Problem

1.3        Objectives of the study

1.4        Hypothesis/ Research Hypothesis

1.5        Significance of the study

1.6        Scope Delimitation of the Study

CHAPTER TWO

Review of related literature    

2.1        Introduction

2.2        Meaning and Scope of Segmentation

2.3        Criteria for Segmentation

2.4        Bases for Segmentation

2.5        Attributes used to select target Segments

2.6        Why Segmentation Markets

2.7        Types of Market Segments

2.8        Factors Influence Segmentation

2.9        Tactical Application

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1        Source of Data

3.2        Population of the Study

3.3        Research Instrument

3.4        Sample Techniques

3.5        Selection and Construction of Research

3.6        Questionnaire Administration and Responses

3.7        Method of Data Analysis and Treatments

CHAPTER FOUR

Presentation, analysis, and interpretation

4.1        Presentation, Analysis, and Interpretation

4.2        Test of Hypothesis

CHAPTER FIVE

5.1    Summary of Findings

5.2        Recommendations

5.3        Conclusion

5.4        Limitations of the Study

Bibliography

Questionnaire

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

          The subject matter of market segmentation is the strategy that involves dividing a large market into subsets of consumer and service offered in the market.  These sub-groups of consumers can be identified by a number of different demographics depending on the purpose behind identifying the groups.  Marketing campaign are often designed and implemented based on these types of consumer segmentation.  One of the main reasons for engaging in market segmentation is to help the company understand the needs of the customer base.

THE EFFECT OF MARKET SEGMENTATION AND POSITIONING OF COMPANY PERFORMANCE