ANALYZING AND CHOOSING THE TARGET SEGMENTS OF THE MARKET FOR CARGO FREIGHT TRANSPORT SERVICES
In order to attract more customers, transport enterprises strive towards providing transport services that fully meet their marketing criteria for quality. However, transport enterprises are not always capable of fully satisfying customers’ needs. Therefore, when choosing their “own” customers, transport enterprises need to develop a program for segmenting the transport market by recognizing its real capabilities for performing marketing events. The segmentation criteria depend on the economic and geographical peculiarities of the region, the development of transport infrastructure, the peculiarities of management and the transport enterprise’s capabilities.
The report indicates the main stages of conducting effective segmentation of the cargo transport market. The necessity for analyzing the competitive advantages of enterprises working in a specific region has been determined; one instance involves the use of key factors that influence the quality of the transport service whose improvement in turn helps improve the competitiveness of enterprises. The paper’s main idea is to showcase the necessity and approaches for analyzing and assessing those target segments of the transport service market that carry out cargo freights. Segmentation is an essential element of the marketing concept that allows transport enterprises to choose those target segments of the market that are the most convenient and effective for them, thus guaranteeing the optimization of their expenses and profits.
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