Literature Review and Case Analysis 2022

Running Head : LITERATURE REVIEWAND CASE ANALYSIS
Literature Review and Case Analysis
Name of the Student
Name of the University
Author Note

Introduction
It is found that most of the companies are in the rush of focusing on the customers within
their capability along with the information of the customers. The market is for dividing into
groups of the consumers which are called segments having distinct requirements and needs. The
strategy of dividing the market in few homogenous groups is referred to as segmentation
(Brotspies & Weinstein, 2019). The segmentation as a strategy is being used by companies that
have mass marketing phenomena. The purpose of the segmentation is the marketing energy
consideration along with the force on subdivision for gaining a comparative advantage within the
particular segment. The marketers should put effort on understanding the requirements of
particular target market so that they can deliver the same (Goyat, 2011).. The needs can further
be described in terms of the basic human requirements such as water food near entertainment and
clothing. These are the needs which turn into wants when they are directed to the particular
objects which might satisfy their needs. In this paper, there will be a short literature review
which will incorporate 6 academic articles regarding market segmentation. The literature review
will help in describing, summarizing and evaluating the existing information regarding the
selected topic that is market segmentation. It will be the critical analysis of the strength and
weaknesses along with the theoretical basis of the recent knowledge. After that, the company
will be selected for undertaking a short case study analysis from the perspectives of the extracted
findings of the literature review based on market segmentation. The selected company is Optus
telecommunication company. The Optus telecommunications company is the second largest
telecommunication company which is owned by the Singaporean firm Syntel. The company
trades physically under the Optus brand during maintaining few wholly owned brands as Virgin
mobile, Australia in the market of mobile telephone in order to provide the services. Optus owns

and operates its own network infrastructure and then uses the wholesale services of the national
broadband network along with Telstra. The paper will end with the proper conclusion.
The Literature Review
The concept of market segmentation
The market segmentation is actually the research which determines the way an
Organization divides the customers that are the cohorts into the smaller groups founded on the
characteristics as income, age, trades, personality (Melancon & Dalakas, 2018). These are the
segments which can be used later for optimizing the products along with advertising to various
customers. Through understanding the market segment, one can leverage the targeting in
products, the marketing strategies and the Sales (Hatheway, Kwan & Zheng, 2017).. The
creations in the marketing Communications is the advanced targeting and add messaging on the
digital platforms as Google and Facebook having used segmentation helping for better response
rates and causing lower costs. The market segments mother can power the product development
cycle through informing the way one can create the product offering for various segments as
high income versus low-income, men vs. women.
Importance of market segmentation
The segmentation helps marketers in identifying particular groups of customers, the
behavior of whom is different from the other people. This helps the companies in adjusting their
marketing mix catering to the specific needs of various market segments. There have emerged
few particular segmentation bases being the most popular in the segmentation studies such as the
Geographic segmentation, the psychographic segmentation, the demographic segmentation and
the behavioral segmentation (Jia, Wang & Xiong, 2017).. The segmentation based that is
selected for subdividing market depends on different factors as the type of product, the method
of distribution, the nature of demand, the media which is available for the market communication
along with the motivations of the buyers.