Putting target segmentation theory into practice : an exploratory study on Singapore SMEs.

• Main Authors: Lim, Zhixin., Goh, Gary Zhong Han., Ng, Tiffany Yanting.
• Other Authors: Ian McGovern
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51535
• Institution: Nanyang Technological University

Over the recent years, increased Singapore governmental efforts and focus in helping the SMEs are evidence of the Small and Medium Enterprises’ (SMEs) importance to the local economy. With over 99% of enterprises in Singapore being SMEs and a contribution of over 50% to 2012’s Gross Domestic Product...