Brain Drain - Hochschule der Bundesagentur für Arbeit

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Step 2: The division of the market in segments should be made on the basis of
such criteria that uncover differences - significant from the point of view of the
demand or essential from the point of view of behaviours - between possible
clients: (1) socio-economic variables (gender, occupation, income, unemployment,
social class, family situation), (2) geographical variables, (3) psychological
variables (values, motivations, lifestyle), (4) attitude to identical or similar
counselling offers.
2. Identification of the type of clients - deciding on the question: Should the
counselling tasks be offered by way of a non-differentiated or rather a
differentiated identification of target groups?
On the basis of the combination of criteria one can distinguish types of the market
segments. In case of the active division in segments the marketing instruments
are applied with a specific aim, there are no losses resulting from dispersion.
One can speak of the passive division in segments or an auto selection of
clients in case when the counselling offer refers to a larger market; there is a
danger of losses resulting from dispersion.
3. Identification of the form of competitiveness-orientation: Should the goals be
achieved by a clear differentiation from similar organization, independently of
competitive organizations?
4. Identification of the kind of offer facilitators/offer intermediary agents: How
precise is the co-operation with other organizations that are offer
facilitators/intermediary agents?
The following matrix helps to define the relationship between career guidance and
the potential partners on the market for counselling services.
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