Business-to-business market segmentation usually relies on characteristics such as end-user organization size, geographic location, subindustry (e.g., government domains such as central versus local government, defense versus tax, and revenue versus welfare) buying process and supply chain strategy, and purchasing situation (e.g., new customer or renewal). Most of those characteristics are fairly easy to map or measure and are correlated with the decision to buy and use the product, but as recent academic studies indicate, they do not fully explain the cause or driver of the purchase. A better way to segment customer needs is to understand what problem they are trying to solve by buying and using a certain product or solution.
"More refined market segmentation is key in the current environment, where budget constraints are driving down IT spending in the Western European government sector, thus it is harder for vendors to gain market share," said Massimiliano Claps, EMEA research director, IDC Government Insights and IDC Health Insights.
Table of Contents
IDC Government Insights Opinion
In This Study
Situation Overview
The Approach
Future Outlook
Essential Guidance
Learn More
Related Research
Synopsis
Figure: A Graphical Representation of the Factors and Some of the Variables
Figure: A Descriptive View of the Two Segments
Figure: Current Levels of Investment in Business Solutions by Delivery Model
Figure: IT Decision Makers
Figure: Workforce Mobility
Figure: IT Spending Expectations
Figure: Cloud investment Plans
Figure: Social Media Investment Plans
Business Strategy: Bending the Rules - A Different Way to Segment the Western European Government Sector published by IDC Government Insights in August 2, 2012. This report consists of Pages: 16 and the price starts from US $ 5000.
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