The Value of Segmentation

Module 2 Application
Submit at the end of Module 2.
The Value of Segmentation
Customer relationships must be established and maintained as defined by the target market.
You will use an executive summary to implement a segmentation and customer relationship
management strategy.
Course Objective
Analyze concepts and techniques relevant to marketing decision making, with an
emphasis on creating, capturing, and sustaining customer value.
Directions:
1) Save and print the Module 2 Application PDF.
2) Create a 1-page executive summary in a Word or text document for your response. Use 12-
point Arial or Times New Roman font. Follow APA (6th editon) format for the paper, title
page, references page, and in-text citations.
3) Develop an introduction and conclusion for your paper.
4) Follow the directions to submit your final Word or text document.
Step 1. Brainstorm
For the company you selected in the Module 1 assignment, (UnitedHealth Group) brainstorm ways to develop a
segmentation and customer relationship management strategy.
Step 2. Develop
Develop an executive summary describing the segmentation plan and ways to implement it.
Identify the target market, the segmentation strategy used, and what tools will improve
relationship management with the end customer base. Include a SWOT analysis (analysis of
Strengths, Weaknesses, Opportunities, and Threats).
Step 3. Address Importance
Address the importance of the segmentation strategy and CRM tools you recommended. In
other words, why should the organization implement the proposals you have suggested?
Step 4. Compile
Compile all content in a 1-page PDF. Use a high-quality template to organize the layout such as
the one found on the Learning Objects page.

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