What are the disadvantages of market segmentation? market segmentation

Market
segmentation is the process of breaking a market into segments and marketing a product in
different ways to those different segments.  It can also include coming up with different
products to sell to the different segments.  Market segmentation is usually seen as a good thing
because it allows firms to tailor their products and/or marketing approaches so as to do the
best job of appealing to each segment.

However, market segmentation can have
drawbacks.  The two most important examples are

• It can be costly
  to identify all the different segments and then to spend the money to create different products
  and/or marketing schemes for each.
• It can make it harder for the company to
  reach out to a broad range of consumers.  If the firm only makes products that appeal to small
  niches, it will be hard for it to become a widely-known and well-liked company across the whole
  population of consumers.  It might remain a small company, appealing only to small groups of
  consumers.