Customer segmentation and value proposition : the case of KG International

• Author(s): Brito, Carlos Aguiar Teixeira de
• Date: 2016
• Persistent ID: http://hdl.handle.net/10400.14/21613
• Origin: Veritati - Repositório Institucional da Universidade Católica Portuguesa
• Subject(s): Customer segmentation; Value proposition; Case study; Consulting services; KG International; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
• Document Type: Master thesis
• Language: English
• Advisor(s): Morais, Ricardo Alexandre
• Contributor(s): Veritati - Repositório Institucional da Universidade Católica Portuguesa

Description

The purposes of this Master’s Degree Final Assignment are as follows: (1) Assess the relationship between customer segmentation and value propositions; (2) Review previous research on both concepts; (3) Present empirical evidence based on a curricular internship at the firm Konsulting Group International (KG International); (4) Propose a framework based on the comparison of the theory and the case. The goal is to explore the importance that Customer Segmentation has on Value Propositions. It later identifies aspects as the need for rethinking, adapting and redesigning customer segmentation and value propositions, especially in the company’s early years. The case is particularly illustrative of Value Propositions in the context of consulting services.