36 3.6 Putting It Together: Segmentation and Targeting
36 3.6 Putting It Together: Segmentation and Targeting
Remember Chumber, your new employer from the beginning of this module?
Now that you’ve learned something about segmentation and targeting strategy, let’s return to the request your boss made for recommendations about whom Chumber ought to target and why.
Remember that Chumber’s product is an automated, fully online system for checking the references of job candidates. Chumber’s customers are other companies. After learning about market segmentation, you know that “all companies” are too broad to be a useful target market. Even on your first day of work, you can guess that marketing to every company you can find isn’t going to be a smart strategy.
Looking back at the previous 4 years for employment by industry we can use StatsCan Labour data to help you identify which industries could see some of the biggest gains in employment in the coming years.
| Canada Employment Both Sexes 15 years and Over[1] | |||||
| North American Industry Classification System (NAICS)4 | 2015 | 2016 | 2017 | 2018 | 2019 |
| Persons | |||||
| Total, all industries 5 | 17,946.60 | 18,079.90 | 18,416.40 | 18,657.50 | 19,055.70 |
| Goods-producing sector 6 | 3,870.40 | 3,833.00 | 3,875.90 | 3,928.50 | 3,955.50 |
| Agriculture 7 | 294.9 | 289.2 | 279.5 | 277.2 | 287.6 |
| Forestry, fishing, mining, quarrying, oil and gas 8 9 | 354.9 | 326.8 | 329.6 | 340.6 | 332.5 |
| Forestry and logging and support activities for forestry | 49.2 | 48.1 | 48.2 | 51.9 | 47.2 |
| Fishing, hunting and trapping | 15.8 | 14.9 | 17.2 | 16.4 | 16.9 |
| Mining, quarrying, and oil and gas extraction 8 | 289.9 | 263.8 | 264.2 | 272.3 | 268.4 |
| Utilities | 137 | 137.2 | 132.6 | 144.8 | 139.1 |
| Construction | 1,371.20 | 1,385.00 | 1,409.30 | 1,437.50 | 1,463.10 |
| Manufacturing | 1,712.40 | 1,694.80 | 1,724.80 | 1,728.40 | 1,733.10 |
| Durables | 1,030.10 | 1,032.90 | 1,043.00 | 1,042.50 | 1,043.30 |
| Non-durables | 682.3 | 661.9 | 681.8 | 685.9 | 689.8 |
| Services-producing sector 10 | 14,076.20 | 14,246.90 | 14,540.50 | 14,729.10 | 15,100.20 |
| Wholesale and retail trade | 2,732.70 | 2,745.90 | 2,809.60 | 2,794.60 | 2,841.80 |
| Wholesale trade | 666.9 | 678.1 | 673.4 | 656.3 | 638.1 |
| Retail trade | 2,065.80 | 2,067.80 | 2,136.20 | 2,138.30 | 2,203.70 |
| Transportation and warehousing | 917.2 | 907.4 | 943.7 | 990.9 | 1,037.90 |
| Finance, insurance, real estate, rental and leasing | 1,102.90 | 1,127.00 | 1,171.30 | 1,173.90 | 1,208.40 |
| Finance and insurance | 791 | 808.1 | 831.4 | 828.8 | 847.6 |
| Real estate and rental and leasing | 311.9 | 319 | 339.9 | 345.1 | 360.8 |
| Professional, scientific and technical services | 1,365.80 | 1,393.70 | 1,448.80 | 1,466.80 | 1,555.70 |
| Business, building and other support services 11 | 760.6 | 766.4 | 756.6 | 777.1 | 776.3 |
| Educational services | 1,274.10 | 1,270.00 | 1,285.00 | 1,325.40 | 1,370.40 |
| Health care and social assistance | 2,292.30 | 2,339.30 | 2,383.20 | 2,406.70 | 2,4