mobile phone/tablet industry in Australia

1. Identify a homogenous segment that differs from other segments: Identify one or more homogenous clusters of customers with similar wants, needs and responses to the marketing mix.

2. Specify the characteristics that define the segment: Profile the segment clearly enough so that its members can be readily identified and contacted (demographic, geographic, behavioural and psychographic).

3. Determine segment attractiveness: size & potential: Determine the attractiveness of each segment to explain current performance and to then prioritise and choose which segments to target based on industry outlook (next section).