Market Segmentation

A guide to implementing segmentation for SME banking

August 1st, 2015
SUMMARY

This Technical Guide provides detailed information on implementing a segmentation strategy as a series of steps, and covers portfolio analysis and data mining, credit evaluation,staffing, segment product bundles, and delivery and marketing channels. The prerequisite documents, the implementation process, and the benefits of each step are described.

CITATION

Miller, Mary M.. (2015). A guide to implmenting segmentation for SME banking . Nairobi, Kenya: FSD Kenya.

DOWNLOAD PDF

TAGS

CATEGORIES

Our partners

Stay informed with monthly updates from FSD Kenya

Subscribe to our mailing list