Market Segment Profiling: Analysis of Mak Blinds for Marketing

This assignment analyzes market segment profiling for Mak Blinds, a company specializing in manufacturing and installation of window blinds. The report begins by defining market segmentation and its importance in dividing potential customers into groups based on specific characteristics. It then profiles the market for Mak Blinds, considering both B2C and B2B segments in Vancouver. The analysis includes segment size, growth rate, and the percentage of the overall market that can be covered. Consumer behavior is examined, focusing on needs, usage levels, brand loyalty, price sensitivity, and product involvement. The assignment further explores geographic, demographic, and psychographic segmentation. Finally, it discusses how segment profiling helps in developing competitive strategies, positioning, and marketing mix strategies, emphasizing the importance of understanding consumer intentions and adapting to market changes. The report concludes by highlighting how the marketing manager can leverage the insights gained from segment profiling to attract customers and retailers, particularly in a growing market with technological advancements.

Assignment on Market segment profiling
Assignment on Market segment profiling
Name of the student
Roll number
Date of submission

1Market segmentation
Assignment on Market segment profiling
Market segmentation
Market segmentation is a very important part of dividing the market of potential customers into
groups, based specific characteristics. The segments defined are based on similar traits that are created by
the consumers who respond to marketing strategies based on similar interests, needs, or locations.
Grouping works on similar consumers that allow target specific audiences in a cost effective manner
(Haider et al., 2017). When consumers are divided based on key characteristics and personalities based on
gathered information, there is a much higher chance of success. Customers can be segmented into groups
that based similar characteristics such as demographics, Psychographic segmentation, Behavioral
segmentation and Geographic segmentation.
Market growth for Blinds
Mak Blinds, a company specialize in manufacturing and installation of window Blinds since
2016. The company started by operating around parts of Surrey, Abbotsford, Langley and White Rock. It
is planning to expand it operation at Vancouver. The blinds business is totally dependent on the
economies of the countries. The modern homes and commercial centers are getting interested in
revolutionizing their look with innovating decors. Retailers in the home interior industry are
experimenting with new designs of blinds and shades that define the integrity of their interior. The blinds
business is going to experience a boom in the sales in 2020 as estimated by the research. This can useful
if the market is profiled according to the customers.
Market profiling based on market segments:
Market Profiling
B2C B2B
Segmentation based on Overall market in Vancouver
Segment size
The estimated buyer for
Maks blinds in
Vancouver is around
10,000,000 people
across the country.
The estimated business
partnered for Maks blinds
in Vancouver is around
10,000 business
enterprises, retailer and
wholesalers across the
country.
Segment The growth is sliding The growth is steady for

2Market segmentation
Assignment on Market segment profiling
growth rate
upwards for
technological based
products that have
innovative remote
controlled systems.
B2B due to rise in
competition. Small to big
enterprises are interested
in entering the blinds
market by the 2020
(Kimiagari, Keivanpour,
& Haverila, 2019).
Percentage of
the overall
market that can
be covered.
25% of all consumers 10% of all enterprises,
retailer and wholesalers.
Consumer Behavior
Consumer
needs
They are interested into
decorating their homes
or office.
Wants to sell great
product at a high margin.
Cannot manufacture.
Looking for state-of-
the-art designs, high
class, cost effective and
innovative blinds that
can match their taste.
They want wide variety
of products to meet their
customer demands.
Usage level
Depends on their
budget and economical
status. Can be high or
low not restriction (Liu
et al., 2019).
Proportional to the
market demand. Their
export can define the
usage.
Level of brand
loyalty
High level loyalty
expected as the brand
has a market favoritism.
Switching behavior is
least seen for blinds
accept when the
demands is not
Medium level loyalty is
seen for this product as
the number of seller is
huge in the market.
Switching behavior is
seen when the demands is
not attended.

3Market segmentation
Assignment on Market segment profiling
attended.
Price sensitivity
Price is a reasonably
important factor and
different price deals are
important for different
kind of product offered.
Less price sensitive, as
huge competition for
wholesalers.
Product
involvement
High-medium, as they
often take time in
selecting their best
matching products.
They spend more time
on the product decision
process.
Low-medium, as they
often make decision
based on what margin of
profit they can make. The
seller should be have high
credit margin and
convenient location.
Market Segmentation
Geographic
Segmentation
Consumer base is
widespread due to the
multiple shops at
number of locations.
The heaviest buyers are
located at developed
capital cities.
Broad spread, It is spread
across nations and deals
with the head office sales
team.
Demographic
Segmentation
Young to old consumer
generally between the
age of 22 to 60 years,
well educated, usually
employed in office or
skilled work, medium
to high class, single or
married.
Middle age group, aging
from 30 to 60 years,
generally retailers,
wholesalers.
Psychographi
c segmentation
Quite social, Rich
people with unique
décor taste,
conformability is a
The seller who is profit
oriented. Customer
satisfaction and product
delivery main concern.

4Market segmentation
Assignment on Market segment profiling
concern, focused on
good looks of house
interred in innovative
designs.
Marketing manager and decision making:
Segment profiling is a way to justify the consumer’s intentions for the product. The above
profiling has been developed, based on the product type, consumer type and retailers needs. The whole
profiling is based on different market segments. It evaluates the position of the firm in the market. The
attractiveness of each segment helps in selection of the most appropriate marketing method for them
(Chapman, & Feit, 2019). The information in the segment profile is useful in developing the competitive
strategy, positioning and subsequent marketing mix strategies for the marketing manager. The marketing
manager will be able to understand where he needs to put more focus to draw the customer and retailers
attention. The blinds market is growing with new technmpl.ogy in this field this can be an added
advantage for them to attract new clients with varied needs.

5Market segmentation
Assignment on Market segment profiling
References
Chapman, C., & Feit, E. M. (2019). Segmentation: Clustering and Classification. In R for Marketing
Research and Analytics (pp. 299-340). Springer, Cham.
Haider, A. A., Zafar, A., Khalid, A., Majid, A., Abdullah, M. A., & Sarwar, M. B. (2017). Marketing
Management. Head, B, 22.
Kimiagari, S., Keivanpour, S., & Haverila, M. (2019). Developing a high-performance clustering
framework for global market segmentation and strategic profiling. Journal of Strategic
Marketing, 1-24.
Liu, J., Liao, X., Huang, W., & Liao, X. (2019). Market segmentation: A multiple criteria approach
combining preference analysis and segmentation decision. Omega, 83, 1-13.