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Market segmentation in purchasing: definition & important aspects for purchasing specialists
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Market segmentation in a nutshell:
Market segmentation is the systematic division of an overall market into homogeneous submarkets according to specific criteria such as sector, size or geographical location. For purchasing, this structuring enables targeted supplier selection and optimized procurement strategies for each submarket.
Beispiel: Ein Automobilzulieferer teilt seinen Beschaffungsmarkt für elektronische Bauteile in drei Segmente auf: Tier-1-Lieferanten in Asien für Großserien (>100.000 Stück/Jahr), europäische Spezialisten für technisch anspruchsvolle Komponenten und lokale Anbieter für Kleinserien und Ersatzteile (<5.000 Stück/Jahr).
Contents
What is market segmentation in purchasing?
Market segmentation in purchasing refers to the systematic division of the procurement market into homogeneous submarkets or segments. This strategic approach enables companies to target specific groups of supplier management or products. By identifying similar characteristics within a segment, buyers can optimize their procurement strategies in order to respond more efficiently and effectively to the company's needs.
Core elements of market segmentation
Significance for strategic purchasing
In strategic purchasing, market segmentation is a key tool for targeting procurement strategies and achieving competitive advantages. By targeting different market segments, companies can negotiate better conditions, minimize risks and increase the efficiency of their purchasing processes.
Guide: Market segmentation in purchasing - Strategic methods for optimal supplier selection
Market segmentation in purchasing: From an undifferentiated procurement approach to strategic market segmentation
Building on the theoretical foundation of market segmentation in procurement, the practical implementation is crucial for companies. The ability to divide the procurement market into specific segments makes it possible to tailor the purchasing strategy precisely to the needs of each segment. Without this segmentation, the potential for efficiency gains and cost savings remains untapped. A shift from traditional, undifferentiated purchasing to strategic market segmentation is therefore necessary in order to remain competitive in a dynamic market environment.
Old: Traditional purchasing without segmentation
Traditional approach: In the past, purchasing was often carried out without a clear segmentation of the market. Companies purchased goods and services without taking into account the specific characteristics of supplier management, products or regional features. This general procurement approach meant that buyers could not react specifically to different market conditions. Tools for detailed market analysis were not widely used and decisions were often based on experience rather than sound data. The main problems with this approach were inefficient negotiation processes, missed savings potential and increased risk due to a lack of knowledge about supplier structures and market changes.
New: Strategic market segmentation
Market segmentation: Strategic market segmentation is revolutionizing the procurement process. Modern companies use advanced analysis technologies to divide the market into specific segments. By taking factors such as product categories, supplier profiles and geographical regions into account, purchasing strategies can be developed in a targeted manner. Innovations such as AI-supported data analysis and real-time market observation make it possible to identify trends at an early stage and minimize risks. In practice, this leads to an average cost reduction of 10-15%, improved supplier relationships and increased flexibility in adapting to market changes. Internal efficiency is also increased as resources are targeted at strategically important segments.
Practical example: Increasing efficiency through market segmentation at Müller GmbH
Müller GmbH successfully implemented a strategic market segmentation in its purchasing department. By dividing the market into clearly defined segments, the company was able to reduce procurement costs by 15%. Specifically, suppliers were identified in Asian markets that offer high-quality products at competitive prices. In addition, delivery reliability improved by 25% as contractual agreements were optimized on a segment-specific basis. These measures not only led to considerable savings, but also to a stronger position for Müller GmbH in global competition.
Conclusion on market segmentation in purchasing
Market segmentation in purchasing is an indispensable strategic tool for modern companies. It not only enables a more efficient use of resources and cost optimization, but also a more precise alignment of procurement strategies. By systematically dividing into homogeneous submarkets, companies can manage their supplier relationships in a targeted manner and generate competitive advantages. In view of increasing digitalization and AI-supported analysis tools, the importance of market segmentation will continue to grow and enable even more differentiated strategies.
