The five market segments United can pursue: complete market coverage, market specialization, product specialization, selective specialization, or concentration in a single segment. Complete market coverage occurs when “a company attempts to serve all customer groups with all the products they might need” (Kotler & Keller, 2012, p. 232). Market specialization occurs when “a company focuses on meeting many needs of a particular group of customers” (p. 234). With selective specialization, “a firm selects a subset of all possible segments” (p. 234). Concentration in a single segment: “the company markets only in a particular segment (page 234). While these market segments are great tools, I would not recommend them to United Airlines. United should pursue a product specialization strategy; “the company sells a certain product to different market segments” (page 234). This type of strategy will allow United Airlines to enhance its reputation for quality in brand development. By expanding its market through product specialization, United can build a stronger brand