ABSTRACT

This Researcher was designed to identify the effect ofmarket segmentation on firms’ performance (A Study of Global com Communication). Theoretically, the primary motive of a firm carrying on market segmentation exercise is to develop a better understanding ofthe total market place, make a rational choice ofmarket segments that best fix the company’s capabilities and developing Strategies, policies and programs to meet the need of different market segment profitable and  to give the company distinct competitive advantages. To determine ifmarket segment affect firm performance. The population ofthe study was made up of those whose opinion will be relevant to the study survey; however the population of 100 was adopted. These were made up of 20 staff, 30 distributors and 50 subscribers ofGlobal Com Company in Abia State. The Data was analyzed using likert -type scale while the chi Square was used in testing the hypothesis. The vij Researcher find out that market segmentation generate profits to an organization. The analysis also showed that market segmentation improves the performance of an organization. 1 he researcher also recommended that global com commimication should undertake market researches to improve in its overall market segmentation exercise. Also a competitive analysis should be undertaken to access both the strength and weaknesses of competitors within a segment in other to identify the area of opportunity for the firm. This Researcher was designed to identify the effect ofmarket segmentation on firms’ performance (A Study of Global com Communication). Theoretically, the primary motive of a firm carrying on market segmentation exercise is to develop a better understanding ofthe total market place, make a rational choice ofmarket segments that best fix the company’s capabilities and developing Strategies, policies and programs to meet the need of different market segment profitable and