The Contribution of Segmentation to Business Planning: A Case Study of the Rise, Fall and Recovery of ICI Fertilizers

  • Malcolm McDonald
  • Ian Dunbar
Chapter

Abstract

For this final chapter, we look at the important contribution made by segmentation to a business plan that proved to be a critical turning point for a UK manufacturing company, which had enjoyed enormous success and prosperity but, within a very short time, found itself fighting for survival.

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Copyright information

© Malcolm McDonald and Ian Dunbar 1998

Authors and Affiliations

  • Malcolm McDonald
  • Ian Dunbar

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