Several criteria may be used to determine how attractive a segment is, including the following: •Need: How strong is the need, and how much does the group benefit from the product? •Segment size: How big is it? •Growth rate: Does it show signs of growth? •Competitors: Who are the main competitors, and how fierce is the competition? •Entry barriers: Are there any barriers for entering the segment—for example, high switching or high setup costs?
