5. Segmentation, Determining the Target Audience and Positioning
5.1 Target Audience and Positioning
Mehmet Nane - CarrefourSA 2013-15 Man. Dir.
Mehmet Nane explains how they were faced with stagnant sales and profitability in 2013 and how they started off by determining a new target audience and new positioning to overcome the problem, yielding CarrefourSA successful market results in 2015.
In the Q&A session, the importance of market segmentation is explained using the CarrefourSA example for increasing sales and profitability. Differentiated and intensified market selection strategies are clarified through real examples.