The entire marketing concept of segmentation is based on the now commonly held assertion that one size does not fit all. So advanced is this concept today that firms are leaning toward a mass customization model to address specific needs of smaller and smaller segments. As consumers, we are aware of this growing concept. For instance, when buying a new car, we expect to be able to choose specific interior and exterior colours, upholstery type, engine size, accessories package, and so forth. When we do this, we're benefiting from what may be considered a given company's pseudo mass-customization strategy.

The same trend is growing in B-to-B relationships as well, and why wouldn't it: Businesses too have specific and unique needs. Farmers Edge acknowledged this with the creation of its line of custom farmers' precision agronomy solutions, appropriately branded as "Precision Solutions." "We recognize that every grower deserves to have access to a customized solution created by our precision agronomists," says Kyle Kuepker, the company's vice-president of global sales. "Precision Solutions have been designed as five powerful and complete packages that deliver the utmost in flexibility and convenience."

"Smart Solution" is one such complete data package. "Smart Solution is the whole farm solution," claims Kuepker. "But four other solution packages are available under the Precision Solutions banner, each offering varying combinations of Farmers Edge technology and 'boots on the ground' human resources." The most tech-savvy farmers, or those with the most complex agronomic challenges, may prefer the Platinum Solution package, which offers "the most agronomically advanced variable rate technology service worldwide." For subscribers to this service, a very specific variable rate plan is put in place based on satellite imaging, weather forecasts, soil testing, and, again, ongoing consultation with Farmers Edge consultants. The goal with each package is to ensure that the right data get to the right people at the right time.

"Our business is based on the irrefutable fact that maximized yield can only be achieved using the most precise agronomic data to determine the most efficient crop inputs," says Kuepker. Precision Solutions from Farmers Edge responds to conventional marketing theory and applies it to crop production. After all, all farms, all fields, and all soils are not created equally.

Questions

• Business segmentation is often based on the same variables used in consumer segmentation. Provide examples of geographic, demographic, psychographic, and behavioural characteristics as they might apply to current and potential Farmers Edge customers in Canada and around the world.
• Business segmentation also features additional variables such as operating characteristics, purchasing approaches, situational factors, and personal characteristics. Can you identify examples of these as they pertain to Farmers Edge?