You are employed by an organisation that runs a chain of retail stores across South Africa. your organisation sources local products and caters to smaller communities with little access to the major city centers. These retail outlets offer superior products at very affordable prices. they also use local suppliers and vendors to help the communities grow. After five years as a marketing co-ordinator for your organisation, you have been promoted to the head of the marketing department.

1. your line manager wants you to design a customer-driven marketing strategy to ensure that you are targeting the right market for your products. Indepth discussion of segmentation strategy, relevant bases, evaluation criteria and other relevant concepts. Briefly discuss the steps in designing a customer-driven marketing strategy, discuss market segmentation , value of market segmentation, main bases for market segmentation and provide examples..
2. Market segmentation can help organisations to target specific customers and produce marketing strategies that target the specific market. 
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4. Brief discuss market segmentation. then conduct market segmentation for your organisation