Most experienced marketing people know that the secrets fro growing market share are found only at the segment level. In DD S&OP we operate by Value Segment.

Value segmentation is understanding what individual groups of customers covet most dearly about their business. Through interviews, we determine the following and filter the information.

• How do they generate cash
• How advanced are they in business maturity – risk takers or cashing out
• Their attitude toward their own customers

These customer defined values are then translated into how the enterprise can satisfy the specific value desired in a "Go to Market Strategy." It is at the value-segment level of disaggregation that the work of growing market share comes actionable.