Softron Tax provides services to several customer groups with different needs, and segmentation should be based exactly on the considerations of different groups needs. First of all, a major part of services provided by the company consists in personal tax preparations services (Softron has the services you need, 205). These services are demanded by individuals, and especially those who are expected to face additional complications with their taxes, e.g. new immigrants, residents of the United States, self-employed persons, and persons who have debts and credits. Based on these criteria, the first identified segment of the market to be targeted consists of individuals who are either entrepreneurs or self-employed (as opposed to hired workers).
Another large group of services is corporate tax preparation, and these services are aimed at corporate bodies, which qualifies for business-to-business services and implies different segmentation. Also, the company offers tax preparation for death taxes and taxes on sale of property (Softron has the services you need, 205).
Therefore, the dimensions for segmentation for personal tax preparati
on services should include income (people with higher incomes are expected to be more in need of tax preparation services), occupation (targeting self-employed and entrepreneurs), and age (senior people are more likely be interested in will preparation). These multiple variables may overlap, i.e. senior citizens who have their own business that gives them high income will be particularly targeted due to the presence of all three markers of targeted segments.
Segments should be properly assessed to establish whether segmentation is reasonable, i.e. whether or not described segmentation is a good foundation for further targeting and positioning. First of all, the segments are sizable. For example, according to Statistics Canada, almost 2.8 million people in Canada reported being self-employed in 206 (Self-employment, 207). Most of these people live in urban areas, which is why the segment is particularly relevant for Softron Taxs initiative to promote their new locations in Ottawa. Such basic criteria as age and income are not expected either to segment the market into too narrow parts, i.e. identified segments are sufficiently large.