Business markets segmentation practices and market share in large scale Ict organisations in Kenya

Abstract

ICT is the World’s fastest growing economic activity. The sector has turned the globe into a village by the interconnection of organisations. This has enhanced business transactions across all borders in the continents. The ICT sector is competitive globally and it is therefore important to segment the market in order to concentrate in a few submarkets owing to scarce resources. The concept of market segmentation is important in modern marketing, marketers must make use of several products and services decision with respect to targeting if they are to operate effectively. Market segmentation thus entails the development and pursuit of different market programmes by the same firm, for essentially the same product but for different components of the overall market. Business markets consists of all organisations that buy goods and services for, manufacturing other goods or conduct business operation This study was carried out on business markets segmentation practises and market share in large scale ICT firms in Kenya. Six large scale ICT firms were identified: HP, IBM Computech, Copycat, Dimension data and First Computers. Primary data was collected through questionnaires addressed to Marketing managers working in these organizations. The data collected was analysed using descriptive statistics such as mean, standard deviation ,frequencies and Pearson correlation