Comprehensive Report on Market Opportunity and Consumer Analysis

This report delves into the core concepts of market opportunity analysis and consumer analysis, essential tools for assessing business viability and understanding consumer behavior. It differentiates between strategic and tactical marketing, outlining the processes involved in each, including mission identification, situation analysis, objective setting, and strategy development. The report also explores the marketing environment, both internal and external, encompassing micro and macro factors like political, economic, social, technological, legal, and environmental influences. Furthermore, it examines the marketing research process, detailing the steps from problem definition and research program development to data collection and analysis. This includes exploratory, descriptive, and causal research methods, as well as sampling techniques. The report provides insights into how businesses can use market research to gain a competitive advantage and make informed decisions.

CHAPTER 3: Market Opportunity Analysis and Consumer Analysis
INTRO: Define Market Opportunity Analysis and Consumer Analysis
CRISHIEL:
What is market opportunity analysis and consumer analysis?
Market opportunity analysis is a tool to determine and access the desirability of a business
opportunity. It forms a portion of the business strategy; wherein, before launching a new product or
service, the market is analyzed to identify the anticipated revenues and profits from it. Consumer
analysis on the other hand, is the process where information about the consumer is found out from
market research like the needs of the consumer, the target market and the relevant demographics so
that this information can be used in market segmentation for further steps of market research. It is
very useful in predicting consumer behavior.
I. Strategic Marketing versus Tactical Marketing
1. Strategic marketing process seeks to establish a clear and concerted direction for all marketing
activities of an organization. It includes plans to reach specific goals and objectives.
The strategic marketing process:
• Mission identification. A mission statement defines what an organization is, why it exists,
its reason for being, its primary customers, the products and services it produces, and its geographical
area of operation.
• Situation analysis. This step assesses and evaluates the market, customers, competitors,
and the company’s internal and external environment. The objective is to identify the company’s
strengths and weaknesses, as well as the available opportunities and possible threats
• Objective setting. Objectives or marketing targets that are specific, measurable, attainable,
realistic, and time bound or SMART. These targets include sales revenues, market share, or profits.
These are used as basis for strategy selection and development.
• Marketing strategy development. The development of a marketing strategy involves
market segmentation, identification of target market, positioning, selection of broad marketing
strategies comma and the translation of strategies into action plans period.
• Strategy evaluation and control. After the strategy is developed, periodic monitoring and
evaluation are needed. This is necessary to identify deviations and make necessary adjustments and
corrections.
HYMARIES:
1. Strategies can be broadly classified into three categories:
A. Cost leadership. Cost leadership is a strategy primarily for achieving low cost leadership
among industry competitors. Cost leadership can be achieved through low cost supply contracts,
overhead expense control, economies of scale, and comprehensive cost cutting efforts, among others.
Example, while 16 inches desk fans ordinarily retail for P1000, local appliance brand Nikon is able to
market the same at P635 through mass production.
B. Differentiation. Differentiation seeks to achieve superior product attributes and features
that are different from industry competitors. This results in pronounced consumer preference for the
company’s products. Example, apple introduces its version of the smart phone that does not have a
keyboard but is activated and controlled by thought.
C. Focused. This is a strategy in which efforts are concentrated on a relatively small but
profitable market. The development of products and services primarily ensures the needs and wants
of this market are addressed and that satisfaction is provided. Example, family mart concentrates on
the very high end niche market by converting its operations into convenience stores with superior
customer service, selling purely Imported and high quality products and gourmet food prepared by
resident chefs.
2. Cost leadership, differentiation, and focused strategies may be implemented through the
following subcategories of strategies:
-Forward Integration. This involves gaining ownership or increased control over distributors or
retailers.
-Backward integration. This involves gaining ownership or increase control over suppliers

-Horizontal integration. This involves purchase of or increased control over competitors.
-Market penetration. The objective of this strategy is to increase market share of current products or
services in current markets through greater and more intensive marketing efforts.
-Market development. This strategy involves the introduction of existing products or services into a
new geographical area or market.
-Product development. This strategy involves the improvement of current products or services or the
development of new products with the purpose of increasing sales.
-Related diversification. This involves introducing new but related products or services.
-Unrelated diversification. This involves introducing new but unrelated products or services.
-Retrenchment. This involves halting or reversing declining sales and profits through cost or asset
reduction
-Divestiture. This involves selling a division or part of an organization.
-Liquidation. This involves selling all of the company’s assets, in parts or as a whole, for their tangible
worth.
2. The Tactical Marketing Process determines the means or tactics to implement the strategies. It
involves the identification of specific activities, timetables, responsibilities, and budgets and their
implementation. The objective is to ensure that the strategies are implemented successfully.
The Tactical Marketing Process:
1) Marketing Strategies
2) Action plans/tactics
3) Marketing Activities
4) Activity timetables
5) Responsibility/Accountability
6) Activity Budgets
7) Monitoring and Control
Action plan is a sequential series of marketing activities. It includes timetables for each activity,
pinpointed responsibilities or accountabilities for each, and the corresponding budgets.
JUZETH:
II. The Marketing Environment
1. A marketing environment encompasses all the internal and external factors that drive and influence
an organization’s marketing activities. Marketing managers must stay aware of the marketing
environment to maintain success and tackle any threats or opportunities that may affect their work.
A marketing environment is vast and diverse, consisting of controllable and uncontrollable factors. A
good grasp of your marketing environment helps to:
• Identify opportunities
• Identify threats
• Manage changes
2. There are two significant types of marketing environments:
A. Internal marketing environments. An internal marketing environment consists of factors
that fall within your control and impact your marketing operations, including your organization’s
strengths, weaknesses, uniqueness, and competencies.
B. External marketing environments. The external marketing environment includes all factors
that do not fall within your organization’s control, including technological advancements, regulatory
changes, social, economic, and competitive forces.
These factors may be controllable or uncontrollable, but defining and studying their changes
and trends gives your business and marketing team some power to stay the course. The external
marketing environment can be broadly categorized into micro and macro marketing environments.

A. The microenvironment in marketing is closely linked to your business and directly affects
marketing operations. It includes factors like customers, suppliers, business partners, vendors, and
even competitors. Microenvironment factors are controllable to some extent.
B. Your macro marketing environment is made up of all the factors beyond the control of
your organization. An easy way to remember these factors is by using the PESTLE acronym, which
stands for:
P: Political factors
E: Economic factors
S: Social and demographic factors
T: Technological advancement factors
L: Legal and regulatory factors
E: Environmental factors
These factors are uncontrollable and can impact your business and marketing operations to a
significant extent. Political changes, for example, may have a massive effect on how you can market
and conduct your business in certain regions.
Your macro marketing environment is continually changing. It’s vital to keep a close watch to
identify potential threats or opportunities to your business.
KISSEY:
III. Marketing Research
Marketing research is the systematic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of improving decision making related to the
identification and solution of problems and opportunities in marketing. Market research is defined as
the process of evaluating the feasibility of a new product or service, through research conducted
directly with potential consumers. This method allows organizations or businesses to discover their
target market, collect and document opinions and make informed decisions.
Primary purpose of conducting market research is to understand or examine the market
associated with a particular product or service, to decide how the audience will react to a product or
service. The information obtained from conducting market research can be used to tailor marketing/
advertising activities or to determine what are the feature priorities/service requirement (if any) of
consumers.
Conducting research is one of the best ways of achieving customer satisfaction, reducing
customer churn and elevating business. Here are the reasons why market research is important and
should be considered in any business:
A. Valuable information: It provides information and opportunities about the value of existing and
new products, thus, helping businesses plan and strategize accordingly.
B. Customer-centric: It helps to determine what the customers need and want. Marketing is
customer-centric and understanding the customers and their needs will help businesses design
products or services that best suit them.
C. Forecasts: By understanding the needs of customers, businesses can also forecast their production
and sales. Market research also helps in determining optimum inventory stock.
D. Competitive advantage: To stay ahead of competitors market research is a vital tool to carry out
comparative studies. Businesses can devise business strategies that can help them stay ahead of their
competitors.\
Steps in the marketing research process
1: Problem Definition

Define the problem and research objectives. The first step in any marketing research study is to
define the problem, while taking into account the purpose of the study, the relevant background
information, what information is needed, and how it will be used in decision making. This stage
involves discussion with the decision makers, interviews with industry experts, analysis of secondary
data, and, perhaps, some qualitative research, such as focus groups. There are three types of
objectives that can be deployed in marketing research:
1. Exploratory research - Used to better define a problem or scout opportunities. In-depth
interviews and discussions groups are commonly used.
2. Descriptive research - Used to assess a situation in the marketplace (i.e., potential for a
specific product or consumer attitudes). Methods include personal interviews and surveys.
3. Causal research - Used for testing cause and effect relationships. Typically through
estimation.
2: Developing a research program: method of inquiry
The scientific method is the standard for investigation. It provides an opportunity for you to use
existing knowledge as a starting point, and proceed impartially.
The scientific method includes the following steps:
Define a problem
Develop a hypothesis
Make predictions based on the hypothesis
Devise a test of the hypothesis
Conduct the test
Analyze the results
This terminology is similar to the stages in the research process. However, there are subtle
differences in the way the steps are performed:
A. the scientific research method is objective and fact-based, using quantitative research and
impartial analysis
B. the marketing research process can be subjective, using opinion and qualitative research,
as well as personal judgment as you collect and analyze data
3: Statement of Research Objectives
After identifying and defining the problem with or without explanatory research, the researcher must
take a formal statement of research objectives. Such objectives may be stated in qualitative or
quantitative terms and expressed as research questions, statement or hypothesis. For example, the
research objective, “To find out the extent to which sales promotion schemes affected the sales
volume” is a research objective expressed as a statement.
On the other hand, a hypothesis is a statement that can be refuted or supported by empirical finding.
The same research objective could be stated as, “To test the proposition that sales are positively
affected by the sales promotion schemes undertaken this winter.”
4: Choose your sample
Your marketing research project will rarely examine an entire population. It’s more practical to use a
sample – a smaller but accurate representation of the greater population. To design your sample,
you’ll need to answer these questions:

Which base population is the sample to be selected from? Once you’ve established who your relevant
population is (your research design process will have revealed this), you have a base for your sample.
This will allow you to make inferences about a larger population.
What is the method (process) for sample selection? There are two methods of selecting a sample
from a population:
1. Probability sampling: This relies on a random sampling of everyone within the larger population.
2. Non-probability sampling: This is based in part on the investigator’s judgment, and often uses
convenience samples, or by other sampling methods that do not rely on probability.
5: Data Collection
This step revolved around obtaining the information that you will need to solve the issue or problem
identified. Data collection involves a field force or staff that operates either in the field, as in the case
of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from
an office by telephone (telephone or computer-assisted telephone interviewing), or through the mail
(traditional mail and mail panel surveys with recruited households).
6: Data Preparation and Analysis
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of
highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis
has multiple facets and approaches, encompassing diverse techniques under a variety of names in
different business, science, and social science domains. Data mining is a particular data analysis
technique that focuses on modeling and knowledge discovery for predictive rather than purely
descriptive purposes. Marketers use databases to extract applicable information that identifies
customer patterns, characteristics and behaviors.
7: Formulating Conclusion, Preparing and Presenting the Report
The final stage in the marketing research process is that of interpreting the information and drawing
conclusion for use in managerial decision. The research report should clearly and effectively
communicate the research findings and need not include complicated statement about the technical
aspect of the study and research methods.
Often the management is not interested in details of research design and statistical analysis, but
instead, in the concrete findings of the research. If need be, the researcher may bring out his
appropriate recommendations or suggestions in the matter. Researchers must make the presentation
technically accurate, understandable and useful.
ELJUN:
IV. Consumer and Business Markets
What are Consumer Markets?
This is a market whereby businesses or producers sell their products or services directly to
the final consumers. Marketing in consumer markets involves dividing the consumers into markets
and targeting them according to their likes, interests, dislikes, values and opinions.
Consumer Decision Making Process

The Consumer or Buyer Decision Making Process is the method used by marketers to identify
and track the decision making process of a customer journey from start to finish. It is broken down
into 5 individual stages:
1 – Problem Recognition
The first stage of the process is working out what exactly you or the customer needs. The
customer feels like something is missing and needs to address it to get back to feeling normal. If you
can determine when your target demographic develops these needs or wants, it would be an ideal
time to advertise to them.
2 – Information search
In this stage a customer is beginning to think about risk management. A customer might
make a pro’s vs. con’s list to help make their decision. People often don’t want to regret making a
decision so extra time being put into managing risk may be worth it.
3- Evaluation of Alternatives
Once the customer has determined what will satisfy their want or need they will begin to
seek out the best deal. This may be based on price, quality, or other factors that are important to
them. Customers read many reviews and compare prices, ultimately choosing the one that satisfies
most of their parameters.
4 – Purchase
At this stage a customer has either assessed all the facts and come to a logical conclusion,
made a decision based on emotional connections/experiences or succumbed to
advertising/marketing campaigns, or most likely a combination of all of these has occurred.
5 – Post Purchase satisfaction or dissatisfaction
The review stage is a key stage for the company and for the customer likewise. Did the
product deliver on the promises of the marketing/advertising campaigns? Did the product match or
exceed expectations? If a customer finds that the product has matched or exceeded the promises
made and their own expectations they will potentially become a brand ambassador influencing other
potential customers in their stage 2 of their next customer journey, boosting the chances of your
product being purchased again. The same can be said for negative feedback which, if inserted at stage
2, can halt a potential customer’s journey towards your product.
Consumer Buying Roles
Developed initially in the 1970s, this slide was designed to explain the many buying roles
within a large organization.

1. Initiator
First identifies the need to buy a particular product or service to solve an organisational
problem.
2. Influencer
Their views influence the buying centre’s buyers and deciders.
3. Decider
Ultimately approves all or any part of the entire buying decision, whether to buy, what to
buy, how to buy and where to buy.
4. Buyer
Holds the formal authority to select the supplier and to arrange terms of condition.
5. User
Consumes or uses the product or service.
6. Gatekeeper
Controls information or access (or both) to decision-makers and influencers. This is where
the government comes into action, or at present provides a lack of action. Equally responsible is the
Advertising Federations that take the government’s self-regulation requirement and conveniently
allow fast–food marketing to continue.
Consumer Behaviour Model
A consumer behavior model is a theoretical framework for explaining why and how
customers make purchasing decisions. The goal of consumer behavior models is to outline a
predictable map of customer decisions up until conversion, thus helping you steer every stage of the
buyer’s journey.
Consumer behavior models may sound complicated, but they’re not. They’re a way to create
a “buyer behavior story” that you can use to refine and improve your customer experience.

Important Factors that Influence Consumer Behaviour
You for sure might be wondering as to what is it that influences these consumers, how do we
analyzes when is their purchase pattern going to change. Of course only the influencing factors will
confirm what will change the consumers buying pattern. We have four main factors that affect
consumer behaviour they are;
CHARLEN:
What are Organizational Markets?
All the individuals and companies who purchase goods and services for some use other than
personal consumption.
3 Types of organizational market
1. Industries that purchase goods and services for the purpose of producing other products
and services or for use in their production and operating process.
2. Resellers are entities that buy goods and services in order to resell them a profit
3. Government that purchase goods and services for the purpose of producing public services
or to transfer them to third government since most of these institutions are under local or national
government.
Types of organizational buying Decisions
New Task
Straight rebuy
Modified rebuy
The Buying Center
Webster and Wind call the decision-making unit of a buying organization the buying center. It consists
of “all those individuals and groups who participate in the purchasing decision making process, who
share some common goals and the risks arising from the decisions.”49 The buying center includes all
organizational members who play any of these roles in the purchase decision process.

1. Initiators—Users or others in the organization who request that something be purchased.
2. Users—Those who will use the product or service. In many cases, the users initiate the buying
proposal and help define the product requirements.
3. Influencers—People who influence the buying decision, often by helping define specifications and
providing information for evaluating alternatives.
4. Deciders—People who decide on product requirements or on suppliers.
5. Approvers—People who authorize the proposed actions of deciders or buyers.
6. Buyers—People who have formal authority to select the supplier and arrange the purchase terms.
Buyers may help shape product specifications, but they play their major role in selecting vendors and
negotiating. In more complex purchases, buyers might include high-level managers.
7. Gatekeepers—People such as purchasing agents and receptionists who have the power to prevent
sellers or information from reaching members of the buying center.
Organizational Segmentation Variables
Segmentation Variables are characteristics of individuals, groups, or organizations used to divide a
market into segments. To select a segmentation variable, several factors are considered. The
segmentation variable should relate to the customer’s needs for, uses of, or behavior toward the
product.

The Organizational Buying Process
Problem Recognition
The process begins when someone in the organization recognizes a problem or need that can be met
by acquiring a good or service. Problem recognition can occur as a result of internal or external stimuli.
Internal stimuli can be a business problem or need that surfaces through internal operations or the
actions of managers or employees. External stimuli can be a presentation by a salesperson, an ad,
information picked up at a trade show, or a new competitive development.
General Need Description
Once they recognize that a need exists, the buyers must describe it thoroughly to make sure that
everyone understands both the need and the nature of solution the organization should seek.
Working with engineers, users, purchasing agents, and others, the buyer identifies and prioritizes
important product characteristics. Armed with knowledge, this buyer understands virtually all the
product-related concerns of a typical customer.
Product Specification
Technical specifications come next in the process. This is usually the responsibility of the engineering
department. Engineers design several alternatives, with detailed specifications about what the
organization requires. These specifications align with the priority list established earlier.
Supplier Search
The buyer now tries to identify the most appropriate supplier (also called the vendor). The buyer
conducts a standard search to identify which providers offer what they need, and which ones have a
reputation for good quality, good partnership, and good value for the money. This step virtually
always involves using the Internet to research providers and sift through product and company
reviews.
Proposal Solicitation
During the next stage of the process, qualified suppliers are invited to submit proposals. Depending
on the nature of the purchase, some suppliers send only a catalog or a sales representative.
Organizations that respond to many proposals typically have a dedicated proposal-writing team
working closely with sales and marketing personnel to deliver compelling, well-crafted proposals.

Supplier Selection
A significant part of this selection involves evaluating the vendors under consideration. The selection
process involves thorough review of the proposals submitted, as well as consideration of vendor
capabilities, reputation, customer references, warranties, and so on. Proposals may be scored by
different decision makers using a common set of criteria. Often the selection process narrows down
vendors to a short list of highest-scoring proposals.
Order-Routine Specification
The buyer now writes the final order with the chosen supplier, listing the technical specifications, the
quantity needed, the warranty, and so on. At this stage, the supplier typically works closely with the
buyer to manage inventories and deliver on agreement terms.
Performance Review
In this final stage, the buyer reviews the supplier’s performance and provides feedback. This may be a
very simple or a very complex process, and it may be initiated by either party, or both. The
performance review may lead to changes in how the organizations work together to improve
efficiency, quality, customer satisfaction, or other aspects of the relationship.
TRICIA:
V. Marketing Segmentation, Market Targeting, and Market Positioning
Market segmentation is the process of dividing a market into homogeneous parts of groups. It is
necessary to divide you total population into parts or segments with particular characteristics to
identify the segments where marketing will be controlled. Market segmentation is very important for
business to make sales and and subsequent generate profits. Four common examples of market
segmentation include demographic, psychographic, behavioral ,and geographic.
1. Demographic segmentation. THE WHO.
Is one of the most popular and commonly used types of market segmentation. It refers to statistical
data about a group of people.
Demographic Market Segmentation Examples
Age
Gender
Income
Location
Family Situation
Annual Income
Education
Ethnicity
Where the above examples are helpful for segmenting B2C audiences. A simple example of B2C
demographic segmentation could be a vehicle manufacturer that sells a luxury car brand (ex.
Maserati). This company would likely target an audience that has a higher income.
2. Psychographic segmentation. THE WHY.
Categorizes audiences and customers by factors that relate to their personalities and characteristics.
Psychographic Market Segmentation Examples
Personality traits
Values
Attitudes
Interests
Lifestyles
Psychological influences
Subconscious and conscious beliefs

Motivations
Priorities
Psychographic segmentation factors are slightly more difficult to identify than demographics because
they are subjective. They are not data-focused and require research to uncover and understand.
For example, the luxury car brand may choose to focus on customers who value quality and status.
While the B2B enterprise marketing platform may target marketing managers who are motivated to
increase productivity and show value to their executive team.
3. Behavioral Segmentation. THE HOW
While demographic and psychographic segmentation focus on who a customer is, behavioral
segmentation focuses on how the customer acts.
Behavioral Market Segmentation Examples
Purchasing habits
Spending habits
User status
Brand interactions
Behavioral segmentation requires you to know about your customer’s actions. These activities may
relate to how a customer interacts with your brand or to other activities that happen away from your
brand.
One of the best examples of this type of segmentation is showing new visitors a $15 incentive in
exchange for joining the community. Returning visitors who had already subscribed but have not
redeemed their coupon yet were reminded on their first order incentive. Whereas returning
customers saw a campaign about Vinomofo’s premium services. This targeted approach focused on
purchasing habits reached a 34.02% conversion rate uplift with new and 29.24% CR uplift with
returning visitors!
4. Geographic Segmentation. THE WHERE.
Geographic segmentation is the simplest type of market segmentation. It categorizes customers
based on geographic borders.
Geographic Market Segmentation Examples
ZIP code
City
Country
Radius around a certain location
Climate
Urban or rural
Geographic segmentation can refer to a defined geographic boundary (such as a city or ZIP code) or
type of area (such as the size of city or type of climate).
Some recent examples of proper geographic segmentation came from the response by e-commerce
businesses to the coronavirus pandemic. During lockdown stages, many businesses shifted their focus
to local communities to highlight how their services could still be accessed online. Conversely, as
public spaces began to open up again purely e-commerce brands had to shift their marketing plans to
maintain the levels of business they had seen over the lockdown period.
VON:
Target market refers to a group of potential customers to whom a company wants to sell its products
and services. This group also includes specific customers to whom a company directs its marketing
efforts. A target market is one part of the total market for a good or service.

Elements of an ideal target market.
° Substantial- the selected target market must be large enough in terms of quantity and/ or total
consumption capability.
° Financially capable- Must have financial means to afford the purchase price of the product/service.
° Reachable- must be within physical reach to permit product distribution and it should also be
reachable by various marketing activities.
° Homogeneous - must react similarity to specific marketing stimuli.
Positioning is the process of communicating the image of a brand into the minds of consumers. The
objective is to make the brand stand out in a comparison to its competition. Brand positioning usually
forms the backbone of the brand strategy of any company. Till the time a positioning strategy
resonates with the needs and wants of the target market, a brand can thrive. However, a wrong
positioning strategy can even make a good product fail.
Elements of a good brand position are:
° Unique
° Beneficial
° Credible
Positioning is usually the reason why customers buy a specific brand whose product doesn’t
necessarily differ from the competitors.
Communicating brand position
Some elements to be considered in communicating brand position are:
~ Packaging
~ labeling
~ Selling Price
~ Advertising
~ Brand Endorser
~ Tagline
Identifying and selecting competitive advantage.
Competitive advantage is defined as superiority an organization over its competitor. It typically
answers the question " Why should the customer purchase from this company instead of its
competitors?" And here are the three major parts of competitive advantage:
1. Cost advantage- results when a firm has the ability to produce products or services at a lower cost
compared to its competitors
2. Deferential Advantage - when a company's product or services differ from its competitors and are
perceived by consumers to be better or greater value.
3. Focus Advantage- when a company's knows its target market very well, and can services its needs
better than its any competitors.
JUZETH:
To end this discussion, I must say you can now identify the difference between strategic and tactical
marketing as well as their processes. You can now also identify the two significant types of marketing
environments namely; external and internal. You also have gained insights about marketing research
and its importance and the process. Additionally, the buying roles and buying behavior of consumers
and organizations Lastly, the Marketing Segmentation, Market Targeting, and Market Positioning,
and learned in communicating brand position and identifying and selecting competitive advantage.
I hope that this lengthy information shared to you will somehow give you insights and realizations
about the topics discussed. Thank you and God bless!

REFERENCES:
https://www.questionpro.com/blog/what-is-market-research/
http://anthillonline.com/the-10-best-strategic-business-slides-of-all-time-2-%E2%80%94-six-buying-
roles/
https://blog.hubspot.com/service/consumer-behavior-model
https://www.educba.com/4-factors-influencing-consumer-behaviour/
https://ebrary.net/80521/management/participants_business_buying_process
https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-the-organizational-
buying-process/
https://www.wrike.com/blog/what-is-marketing-environment/?fbclid=IwAR0-
Ryx7UGjnEtDR_h7HtoTJDncHmXlkeUvhfg6LysS5lLAGliAIE6BAHDE
https://www.yieldify.com/blog/types-of-market-segmentation/
https://www.feedough.com/brand-positioning/