Abstract
Modern trends in the field of postal traffic imply the existence of a large number of providers who distribute these services. A trend of this kind sets highly rigorous requirements regarding structure and quality of the services. On the other hand, the users are a heterogenous group with specific characteristics, which significantly complicates the process of segmentation, choice of a target market and formulating of an adequate marketing strategy. Application of some standard methods of demographic and psychographic segmentation, in the opinion of the authors of this paper, results in very general grouping most often based on assumptions. The aim is to point out the significance of spatial data and how the results obtained by application of a geographic information system (GIS) can be used in the case of segmentation of the postal service market.
Highlights
The postal services market can be defined as a complex of relationships, with the possibility of providing services for internal and international traffic which is formed between offer and demand of these services, for the purpose of large number of sale channels (Grgurović, Marković 2005)
The extent of this market could be enlarged by changing the existent and/or introduction of some entirely new services which could be interesting for the customers (Grgurović, Štrbac 2007)
The results of the applied technology are zoned presentations on the basis of which efficient analyses of customers, market and sale can be made, as well as answers obtained to numerous questions such as: 1. What is the spatial distribution of clients / customers / users?
Summary
The postal services market can be defined as a complex of relationships, with the possibility of providing services for internal and international traffic which is formed between offer and demand of these services, for the purpose of large number of sale channels (Grgurović, Marković 2005). It is necessary to make a market analysis in order to perceive and estimate basic elements (individuals, organisations and institutions) and factors (economic, sociological, technological etc.) that have impact on the market occurances It should, primarily, provide the information necessary for proper conduction of business policy of a company (Marković, Grgurović 2006). On a precisely made map of the entire market which is narrowing from total further on, through different levels of elimination and acceptance, it is possible to get a picture of a potential market for a company which provides services from the field of postal sector The extent of this market could be enlarged by changing the existent and/or introduction of some entirely new services which could be interesting for the customers (Grgurović, Štrbac 2007). – letters and postcards – postal parcels related to nancial transactions (bills, banking statements)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
