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Aspen Communications - the Application of a Segmentation Model in Marketing

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It is quite important to note that because of the wide range of services and products and the increased demand within the emerging markets in the UK, the company aims at employing segmentation as an effective marketing strategy for its IT products and services within the UK market (News Wire, 2009, p. 1). According to Ferrell, Hirt and Ferrell (2011), globalization has allowed companies to internationalize and operate within various markets of the world without economic and political barriers. It is in this regard the Aspen Communications has employed internationalization of its business strategies through identifying market opportunities in foreign environments.

The application of segmentation as an ideal marketing opportunity within the UK market requires the company to identify various market segments that it will target for its products and services. Shelby & Dennis (2007, p. 9) illustrate that market segments can be identified in relation to geographical locations, consumer demographics, psychographic factors and the consumer behavior approach to market segmentation. Therefore Aspen Communication would employ geographical market segmentation as one of the criteria of identifying market segments in the UK.   The economics and dynamics of business activities and processes should guide the selection of the company’ s geographical segments.

For example, urban centers are effective market segments when the geographic location is used as the segmentation criteria. This is because of the numerous businesses, organizations, individuals, agencies and institutions which are based in urban centers that would comprise of the geographical segment for the company’ s IT products and services. According to Simkin (2008, p. 470), the identification of a market segment should ensure that it is sufficient enough in order to earn the company high profits.

This justifies the selection of the urban centers as the geographic market segments for the company IT services and products.

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