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.
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. https://www.thecasecentre.org/main/products/view?id=151935