Identifythe potential customers
Thecompany has two divisions, the original section, and the secondarydepartment. The primary group’s main potential customers arebusinesses and other companies not only in the United States but alsoworldwide. The large size of the corporation makes businesses to beits prime clients in the wake of increased competition in theinformation technology industry. Such companies provide maximumprofits that have since made the company one of the largest aboutrevenue. The company’s revenue in the year 2015 rose up to 650million dollars, a move that makes it the most profitable solutionsprovider company across the world (ComputerDealer News, 2016).However, the American government is also a potential customer inbusiness deals and contracts that have since proven to be worth theagreements. The firm’s primary section mainly attends toadministrative transactions such as among others providinginformation technology to schools across the United States. Some ofthese solutions include among others networking, cloud computingtogether with security. CDW’s secondary division mainly works as anon-profit department, which makes non-profit companies its potentialcustomer. Some of these non-profit groups include among others healthorganizations, human rights firms together with K-12 schools. CDWalso targets associations not only in the United States but alsoworldwide. Foundations are also prime potential customers for thecorporation in its quest to provide service and solutions back to thesociety. Religious institutions and companies are additional CDWcustomers as it seeks to provide quality for its clients. Moreover,social service organizations are some of the additional potentialcustomers for the company that has since proven to be not onlyeffective but also efficient in serving its esteemed clients.
Analyzecustomer needs using academic frameworks/models
Theeducational model majorly builds on the relationship between theacademic profession and academic career (Kaufmann,2014).A person’s professional beliefs and values determine the kind ofjob that he or she would eventually have. Therefore, it is thecompany’s quality and dedication that determines its success orfailure in the wake of improved technological innovations and stellaradvances. The CDW customers mostly require effectiveness andefficiency regarding the service that CDW provides. Informationtechnology has one of the highest numbers of players in the world,which makes it very critical for distinction in the quest to keep afirm competitive. Thus, customers first expect CDW’s servicestogether with solutions to work before judging or determining otherfactors such as among others quality. Quality service is the dream ofevery customer, a move that CDW has since been able to handle ratheractually. The rising costs of living also make value to be of essenceto customers when choosing their information technology solutionsprovider. For this matter, CDW customers expect the company to chargereasonably lower prices for the solutions and services. CDW customersalso require friendliness during their interactions with theenterprise, just like any other client (Lifehack,2016).The CDW customer service should be able to listen to their worriesand interests and understand them better after which they shouldoffer the right and appropriate service for them. The customers alsoexpect treatment with not only respect but also empathy (SearchCRM,2016).A stable provision of the superior customer wants would guarantee thecompany high retention powers (SearchCRM,2016).
Thegeographic segmentation is mainly the United States of America,mainly around Illinois (Anon, 2016). However, the market also extendsinto parts of North America such as Mexico, Canada together withEuropean nations such as England and Germany. The demographicsegmentation is the CDW market majorly transpires along the lines ofnationality and social class, with most customers being Americannationals (Feinberg etal.,2012). The majority of the customers are also people in the middleclass, with some of them in the lower and high social classes insociety. The company’s secondary division majorly serves the lowerclass that involves non-profit institutions and organizations notonly in the United States but also worldwide. The primary section ofthe company, on the other hand, serves the middle and upper classesin society. The behavioral segmentation of the CDW market is in linesof age, whereby most CDW customers are people between the ages of30-60 (Bhasin, 2016). The section of the population represents peoplewho are yet or have settled in their family lives. The age group alsoaccounts for a majority of individuals in the business industry(Wedeland Kamakura, 2012).Thus, it is apparent that majority of CDW’s customers haveinterests in business together with information technology regardingthe psychographic segmentation (Managementstudyguide.com,2016).Evaluate the segments and explain the opportunities and challenges inaddressing the customer needs in these sectors.
Inconclusion, the demographic segment presents a critical opportunityfor the company to sell its services and solutions to many people.However, the larger the geographic market, the higher the compromiseon quality. The demographic segmentation also has a very conduciveopportunity in serving the upper class in society because it resultsin the main profits. The lower class presents a challenge inproviding quality while charging less or no money at all. As for thebehavioral segment, the is an advantage in serving the middle-agedpeople because most of these people dedicate themselves towards theagreements and service. The psychographic segmentation also presentsa significant advantage to the company because of increased profit.
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