Market Segmentation

Topics: Product differentiation, Marketing, MySpace Pages: 2 (280 words) Published: September 9, 2013
BUSN 402

Market segmentation is a marketing strategy that involves dividing a board target

market into subsets of consumers who have common needs, And then be designed and

implemented to target these specific customer segments, addressing needs or desires

that are believed to be common in this segment, using media that is used by the market


While there many theoretically ideal market segments, in reality every organization like

Orkut engaged in a market will develop different ways of imagining market segments,

and vrate product differentiation strategies to exploit these segments. Successful

market segmentation and corresponding product differentiation strategy can give a firm

a commercial advantage, due to the more ejective match between target customer and


Orkut was Launched in January 2004 by search company Google. Brainchild of Orkut

Buyukkokten, a Turkish software engineer, who developed it as an independent project

while working at Google. Orkut is similar to other social networking sites such as

Facebook, Myspace n others, and to help users meet new friends and maintain existing

relationships. The initial target market for Orkut was the United States, but the majority

of its users are in India and Brazil. Orkut is the most visited website in Brazil and second

most visited site in India. By April 2008, Orkut’s user base numbered at around 120

million, next only to MySpace.

On Friday, August 24,2007, Orkut announced a redesing. The new UI contains round

corners and soft colors including small logotype at upper left corner. The redesign has

been announced on the official Orkut Blog. Originally hosted in California, on August

2008 Google announced that Orkut will be fully managed and operated in Brazil, by

Google Brasil.
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