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Topic: Business
Number of pages / Number of words: 5 / 1161
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Therefore they have to segment their customers in order to use the resources on the customers that need it.


According to the case, Spenncon is aware of their problems when it comes to segmentation. They have tried to segment based on yearly turnover, but this showed to be difficult and unclear...

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The lost-for-good customers are those customers that have high switching costs and are more likely to stay in the relationship (Jackson 1985).

Because of the bidding process, all of Spenncon's customers are always-a-share, but some of them should be moved over to the lost-for-good area. With basis in the case we can say that Skanska and Veidekke are those kinds of customers that should be kept at always-a-share...

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