Business Styles

Needs-oriented segmentation of business target groups


Usually business target groups are segmented according to economic and demographic characteristics, e.g. company size, industry, sales volume, profitability / coverage amount. From these characteristics sales derive products and services and the type of customer care.

B2B groups


Design your market in a more differentiated way.

HKM offers a tripartite segmentation approach:

  1. Demographic segmentation – by industry and sales volumes
  2. Market potential segmentation –- classification of customers into loyal and (potential) changers
  3. Business styles segmentation – based on purchase-relevant settings
HKM identifies your customer target groups more targeted!

HKM Business Styles


Here are two examples:

Carefree Loyals: „I spend so much time in the car for my work. I need good equipment, smooth processes at the dealer and no long price negotiations. I do not mind paying a few Euros more, if everything works smoothly.“

Minimalists: „For me, only one thing is important, namely that my vehicle is reliable and I can concentrate on my job. All the unnecessary equipment details I do not need. My company car is not a status symbol.“

B2B Management


your contacts@hkm:

Kai Raschke
Deputy Managing Director

@ Kai Raschke

+49 40 / 60 994 - 0

Department
Strategy

Vera Wolf
Research Consultant

@ Vera Wolf

+49 40 / 60 994 - 0

Department: Segmentation


excellent support throughout the entire product life cycle:

market

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development

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test phase

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launch phase

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marketing

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cx

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