1. What observations would you make about the various segments and how they contribute to profitability of the organization?
2. What products / services would you think about promoting?
3. What segments would you target for growth?
4. Which segments would you most want to protect from the inroads of competition?
5. What would you do to help ensure the loyalty of members within these segments?

The Vice President of Marketing at the Riverside Credit Union has just completed a segmentation analysis of the credit union's members and is considering what strategies to pursue to target the segments. The analysis provides member's profitability, product holdings (e.g., mutual funds) and product potential. The central issue is how to utilize the information for customer retention and cross-selling to improve the credit union's profitability.