The primary segmentation of customer type at Mesa Products a US manufacturer of cathodic protection systems and winner of the 2006 Malcolm Baldrige National Award, was end user, contractor, and reseller. Additional segmentation included information used in analysis of the MESA customer base. Segmentation data was obtained through previous knowledge of the customer, and new information was entered into the MESA customer database. Each year MESA summarised customer data into reports with a segment...

BPIR Categories

4.1.1 Identify market segments & target customers
1.3.1 Build customer relationships

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