Market Segmentation : Market Segmentation External Relations Supporting Material
Financial Sustainability Task Force
Market Segmentation : Market Segmentation This process is about grouping organizations utilizing criteria that could help your approach to them in terms of products to offer and also how to approach (key selling points).
1. Defining criteria : 1. Defining criteria First of all, you should have some criteria for eliminating sectors or type of companies that you already know aren’t the best ones to invest in. E.g.:
Business activity: small commercial stores;
Size: subsidiaries with few employees;
Localization: so far from the LC that the trainee wouldn’t have the necessary support.
2. Market general analysis : 2. Market general analysis Identify the main trends on your market.
Check which are the sectors in your scope of operation (country, region, city) that are growing and which are the ones that are not. Check out AIESEC in Vitória (Brazil) 2008 Market Segmentation presentation here: http://www.aiesec.net/content/viewfile.do?contentid=10044061 External
2. Market general analysis : 2. Market general analysis Now, identify your historical database of sales. - From what sectors did your partnerships come? - Why did they buy from AIESEC? Expected outcome: a group of sectors that apparently should be the focus for AIESEC to approach Internal
3. Demand and offercrosschecking : 3. Demand and offercrosschecking It’s time to verify if you can offer products that fit with the sectors demands!
3. Demand and offercrosschecking : 3. Demand and offercrosschecking For this analysis, keep in mind all the benefits AIESEC can offer to a partner.
4. Validating : 4. Validating Validate this analysis showing it for the external market
to get an external perspective. You can consider as good externals for this exercise: alumni, BoA, current partners, professors, etc
Credits and contacts : Credits and contacts This material was developed by the Financial Sustainability Task Force 2008-2009
External Relations Sub-team You can contact us through:
Malina Ciolpan – Task Force Chair: malina.ciolpan@aiesec.net
Marco Túlio Kehdi – ER Sub-team Responsible: marco.tulio@aiesec.net
Martha Bonilla: organizacional@co.aiesec.org
Camilla Werneck: camilla.werneck@aiesec.net
Esteban Navarro: esteban.navarrovelasquez@aiesec.net