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Chapter 5. Developing a Market Focus: Sector Strategies in Segmenting Market...

Chapter 5. Developing a Market Focus: Sector Strategies in Segmenting Markets

Dominance of the Internet marketspace is the primary strategic goal for many of the newly formed e-commerce start-ups, many of which have operated only on the Internet. However, the importance of market leadership through the Internet channel has rapidly become an important strategy item for established organizations. They realize that they have to rise to the challenges posed by their virtual competitors in both cyberspace and in traditional marketspaces.

Internet market leadership strategies are, as we have discussed earlier in the book, based upon applying a mixture of service, pricing, technology, and branding strategies to a potential customer base. In order to consider this issue in more detail, we need to segment the marketspace spectrum, which ranges from the service industry to manufacturing, and consider the role of e-commerce and competition in each sector (see Figure 5.1).


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