There are a number of limitations of market segmentation that can make the practice impractical in certain instances. Some of them include:
- Not all markets can be divided into identifiable segments. It is not always possible to segment a market based on observable characteristics of the consumers.
- Segments may not be large enough to be worth targeting.
- Segments are not always reachable via distinct channels. If a significant portion of a given segment does not all watch a given TV show or visit a given website, there is no way to reach that segment effectively.
- Segments may change. If they do, the effort and resources put into creating a specific marketing plan for a segment will be wasted.