Market Segmentation for JOTUN Decorative Paint

King (1999) contends that companies become market leaders in their fields because they know their customers, anticipate their needs, and keep improving the value they offer them.� Such companies clearly segment customers and gear the marketing strategy to delivering superior value to customers and satisfying their exact needs.� This approach is consistent with capability-based marketing. David Doyle (1999) holds that the key issue that marketing organizations should consider is the choice between targeting the mass market or best customers.� Capability-based marketing holds that companies should "learn to be better marketers and to hone their capabilities through diligent efforts to serve their most demanding customers" (Doyle 1999, p. 49).

Market segmentation was first applied in the co

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