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Assignment of Chapter 6

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Linh Tran
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11 views

Assignment of Chapter 6

Uploaded by

Linh Tran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Name: Tran Thi Tuyet Linh

Student’s ID: 70231055TPE1


Class: Marketing 2324 (ENGL1361-2324)

ASSIGNMENT OF CHAPTER 6
What kind of segmentation strategies has Royal Dutch Gazelle applied successfully?
What is the future of market segmentation? In order to flow the track, what are the
prerequisites a company, RD G here, is supposed to fulfill?

Royal Dutch Gazelle has applied successfully not only demographic but also geographic,
behavioral, and psychographic segmentation strategies. As for demographic
segmentation, Gazelle produces different types of bikes for different age and gender
groups. Moreover, they also consider geographic segmentation. They design specific
products, such as city bikes for short trips in urban areas and trekking bikes in areas with
more trails. They always think about values and motivation to cycle for the customers. It
is thoughtful of them to make sure everyone can cycle in comfort and experience
freedom. Behavioral segmentation is applied when Gazelle considers how customers use
their bikes. For example, their city bikes are designed for everyday errands (such as
shopping), short trips to nearby locations, to work, and also for sporting activities with
their trekking bikes. In addition, Gazelle also considers the lifestyle and interests of their
customers through the psychographic segmentation strategy. Their city bikes target those
who want a practical and comfortable mode of transportation while trekking bikes are for
people who want a sporty and lightweight bike. They pay close attention to every aspect
of their product, from its design to its high-quality and durable materials, to ensure the
best customer experience.

From my perspective, the future of market segmentation will still rely on these four
segmentation strategies, but they will be going towards a more dynamic, customer-centric
approach and will apply new technologies and data analytics. Personalization for each
customer will be more refined, which helps companies create custom-made experiences
for their users. That’s what Ralph Lauren, a famous clothing brand, has been doing
successfully. They allowed their purchasers to design their polo with various options,
from the colors to the patterns and graphics. Another point of the future of market
segmentation is that companies will leverage new technologies to gather and analyze
customer data to understand their evolving needs and preferences.
Netflix with its technologies has analyzed viewing habits up-to-date to recommend
personalized content, keeping users engaged by discovering shows they are likely to
enjoy. I believe the mentioned shifts will allow companies to understand and focus on
their customer, which will help foster deeper customer bonds and drive long-term
success.

To flow the track, there are some prerequisites a company, Royal Dutch Gazelle here, is
supposed to fulfill. First, they need to gather deep customer data, such as purchase
history, shopping behavior, etc. Moreover, they should invest in technologies and
expertise to analyze customer data and identify segmentation opportunities. Another thing
that they can do is develop a flexible marketing strategy to enhance its efficiency and
adapt to evolving customer needs because they already have branded stores and a b2b
portal, which needs to show better performance and deliver better results. By prioritizing
the customer journey at every step, Gazelle can flow the track of the future of market
segmentation.

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