Dividing and Conquering: Strategies for Segmentation

Market segmentation is a powerful and discriminating method of grouping customers categorically so that their needs may be properly addressed. Segmentation can be devised on a geographic, demographic, sociographic or psychographic basis, but a bank will only maintain its competitive edge if all customers are considered within the same perspective. Segments must be evenly balanced so as not to systematically create a vacuum in one market area; if a segment is justifiable in its uniqueness and profitabilitty then it achieves viability. Service benefits must be considered from the customer's perspective as well as the bank's own and, segmentation being a dynamic tool, it must be well thought out and executed with care.