Leveraging Market Segmentation: Microsofts Strategy in Kenya

Market segmentation is the practice of breaking a large, diverse market into more manageable, uniform parts based on predetermined variables or standards. I chose Microsoft as my mentor company to analyze its marketing strategy in Africa and particularly in Kenya. These variables include; Demographic segmentation Microsoft keeps track of demographic variables like age, gender, income, education, and occupation. They may choose to target several demographic groups, such as students, professionals, small enterprises, or government agencies, and they can customize their goods and services to fit the demands and tastes of each group. They may, for example, target students with low-co