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Pfizer’s Segmentation of a Market
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A 9 page paper discussing the manner in which Pfizer Animal Health has segmented the portion of its market serving US cattle ranchers. The company has segmented its market according to herd size, giving its greatest attention to producers with herds of more than 500 head of cattle. This segment is far outnumbered in both producers and animals by that segment in which herd size is less than 100 head, however. Pfizer has been devoting most of its marketing efforts to that segment of the market that contains only 2.8 percent of all animals within the market, giving little attention to the traditionalists who hold 19.8 percent of all animals in the market and virtually ignoring the hobbyists who control 77 percent of the animals contained within the market. The paper concludes that Pfizer needs to assist ranchers in effecting changes within their industry and give far greater attention to smaller operators. Bibliography lists 10 sources.
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Pages:
9
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Filename:CC6_KSmktgSegPfiz.rtf |
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Paper Title:
Pfizer’s Segmentation of a Market
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