Market Segmentation Analysis for C&J Clarks

MARKET SEGMENTATION ANALYSIS FOR C&J CLARKS
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Market Segmentation Analysis for C&J Clarks
Market segmentation refers to the process of dividing a target market into smaller and more specific categories. In this process, the consumers are placed into groups that share particular characteristics, determining their purchasing behaviour. Companies segment their markets for several reasons, such as targeting customers based on their unique features, developing more customer-centric marketing campaigns, and establishing more opportunities for their products. C&J Clark Limited is a British international shoe manufacturer and retailer established in 1825 by Cyrus Clark and is headquartered in Street Somerset, England (Parkinson 2020). The company offers various footwear, including heeled sandals, sneakers, boots, sliders, shoes, loafers, and slippers, among others. The company is a perfect example of how businesses segment their markets based on their geographic, demographic, behavioural, and psychographic characteristics.
Geographic Segmentation
Geographic segmentation is a strategy where a company serves customers from a particular area. According to Doinicar, Grun, and Leisch (2018), a consumer’s location is the only criterion applied for companies seeking to segment their consumers based on their geographic locations. For example, the Coca-Cola Company has segmented its market into regional subsets comprising Asia, Europe, the USA, and Canada. Its Asian and European markets contribute to 25% of its revenues, whereas the North American market contributes to 40 percent of its revenue. This type of segmentation enables the company to easily target communication messages and choose appropriate communication channels to reach the target market more effectively.
C&J Clark operates in over 75 countries around the world. However, its major market is in Europe, followed by the US. Because of its vast branches worldwide, the company has embraced Multi-Channel Retailing, especially for the UK, Europe, and US markets. This retailing approach allows the customers in these locations to purchase their shoes, bags, and accessories that suit their needs and is appealing to them. Its US subsidiary is C&J Clark America Inc., whereas its Portugal subsidiary is C J Clark - Fabrica de Calcado Lda Castelo de Paiva. Notably, the firm has changed its name depending on the location for more effortless communication. As its US subsidiary communicates with its customers in English, its Portugal subsidiary communicates in Portuguese. The company has a strong presence in Jamaica as well, where it has a unique following. Therefore, the company adopts a different approach in dealing with members from other markets. 
Demographic Segmentation
Demographic segmentation is a popular approach among many businesses and occurs when the company opts to classify its target market based on age, gender, income, and education. It is the main basis of classifying the market according to luxury goods, which targets individuals with a high income; cosmetics associated with gender; baby products and retirement villages, which are categori...