Market segmentation

How would you segment the toys market, especially seen from the general LEGO perspective?

1. Was it a good idea to launch LEGO Friends? Why/why not?

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2. Please suggest a STP approach that would lead to the introduction of LEGO Friends.

What benefits are to be gained from market segmentation, as opposed to treating the market as a single entity?

1. What stages are involved in identifying market segments?

2. Is market segmentation always a good idea? Under which conditions, if any, might segmentation be unnecessary or unwise?

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