Top Market Strategy

14.1 JetSpray's Current Profit From Customers

Figure 8 shows JetSpray's initial profitability segments. Evidently, customers in JetSpray's top market segment generate about eight times more profit than those in its middle market segment, and infinitely more than customers in its bottom market segment:

• Customers in the top market segment (i.e., the top 20%) generate four times the expected profit.
• Customers in the middle market segment (i.e. the middle 39%) generate about one-half of the expected profit.
• Customers in the bottom market segment (i.e., the bottom 41%) generate no profit.

Figure 8. Current profitability of JetSpray's market ...