Non-classical segmentations/Cluster Analysis techniques based on structures of needs have proven very useful in such a context, not only for identifying market segments/target groups, but also for observing their evolution, comparing their maturation processes on the various national markets. The authors present and analyse a few illustrations of such an approach, covering product fields such as Cars or Personal Computers.
In the study we identify the strategic position for the companies within the computer industry in the following respects: ⢠Knowledge of the companies: degree of establishment; ⢠Evaluation of the companies: the different companies ability to meet the demands of the market; ⢠Penetration of information: - what communication strategies the different companies have.