Publications
Published on August 3, 2015

An introduction to segmentation

Download  
segmentation 2
Summary

Segmentation breaks the SME market into smaller groupings so that like customers may be served with products, staff, and processes that meet their needs, and the bank can prioritise target SME markets. This Technical Note describes the different ways the SME market may be segmented and shows the steps for making segmentation choices.

You might also like
DSC01383

Central Bank of Kenya survey on bank charges and lending rates booklets: 6/1/2008

_MG_1382 copy

2016 Annual report

Ansell Pharmaceuticals

Financing SME growth in Kenya

IMG_2026

Savings groups project briefing note

Tool-Kit

Human centered design Africa toolkit

SME market research

Market research for SME finance