The Pfizer had historically segmented ranchers in the cow business on the basis of herd size.
they practically based for their segmentation on the ranchers’ herd size. they categorized the owners’ caws/calves on their number. this was a good approach in the past as the ranchers were a few and all people did this job all their life, maybe they even inherited it.
arguments: we can say that the ranchers were, until now their main purchaser, so they focused their attention on their behaviour. using the historical method to find about their custumer’s need it doesn’t seem a good approach anymore as on the market appeared new competitors for the ranchers, this can be a good opportunity and the Pfizer should look after new entry potential customers.
in the folowing stage the pfizer company should re-evaluate its position and think of a new strategy of segmenting the market taking into consideration their customers new needs.
Expenditure on clothing and footwear in Denmark increased by 46% over 1990 to 2003, although a smaller growth of only 8% was recorded between 2000 and 2003. The highest amount spent per head was on clothing, which increased from DKr3,527 in 1990 to DKr4,981 in 2003. Rising disposable incomes mean that consumers are more likely to spend increasing amounts on clothes with designer labels, brands or cheaper fashion clothes in the future.
Of the DKr6,094 spent per head on clothing and footwear in 2003, 82% was spent on clothing and only 18% on footwear. Garments made up 76% of the total expenditure on clothing and footwear, whereas other clothing, clothing cleaning, repair and hire, and clothing materials only comprised 4%, 2% and 1% shares respectively.
Due to the availability of cheap clothing and higher disposable incomes in Denmark ...