Maria Maria clothing company currently manufactures 100 different underwear items for men, women, youth and children. The company has two stores in Caxambu and São Lourenço. Always focused on quality growth, Maria Maria is preparing to build a new factory aiming to expand its production and the number of customers. For this expansion, it has come to SEBRAE.

A SEBRAE analyst has guided the businesswoman, Ms. Maria, in such manner: before expanding her production, she should get to know her clients better, because "when you try to be everything to every-one, you accomplish being nothing to anyone.".

Ms. Maria then met with the employees to better understand the profile of her clients – age, gender, residence, family, life cycle (young, adult, elderly).

After two months, she returned to SEBRAE to continue the service and build a strategy focused on her client's profile, as she discovered that most clients were single women between 25 and 35 years old.

Maria Maria company has chosen the market segmentation approach according to: