Running Head: Segmentation and Targeting
Angelo State University
Marketing Management
29 June 2017
Segmentation and Targeting 3
1. Segmentation features of Estee makes the company to overlook opportunities as
the company continues to provide a single solution for every potential customer.
Concentrating on sugar-free products as a way of targeting the diabetic customers
actually locks out customers who want sugar products. In this way, the segment size
continues to enlarge with higher profitability and the growth rate is also continuous.
In a bid to identify competition, Estee studies the consumer’s past purchase
and loyalty patterns. Their segmentation is identifiable, accessible and stable.
Estee’s segmentation is identifiable and this makes the company identify
competitor’s strength, intensity and resources in a bid to initiate strategies that will
lead the company to a more competitive edge.
