Customer Focus in the Supply Chain

Abstract

The use of market segmentation techniques to identify market opportunities and customer profile targets has become widespread. Where it is particularly successful is in defining market segments for which there are two or three major criteria that remain stable over a period of time and are flexible enough to permit some movement of the criteria which does not result in disrupting the positioning of the business offer. The use of broad demographic and socioeconomic criteria is sufficient for many retailing situations such as locating food superstore outlets. The successes of Tesco and Sainsbury in the UK are examples.