Case Study: Market Integration Management Of Post-Acquisition

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3. Market integration management of post-acquisition
3.1. Macro environment for the market integration
After acquisition, market integration for companies has become significant for their final success. In order to achieve acquisition’s motive, acquiring firms have to consider the element of international marketing environment. Doole and Lowe (2008) indicate that the aspects of social/cultural, legal, economic, political and technological should be considered when the firms enter into international marketing.

The social and cultural factors on the international marketing are huge (Doole & Lowe, 2008) and difficult to evaluate (Lancaster & Reynolds, 2005). The customers’ perceptions and patterns of buying behaviour are all affected by different
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The domestic laws in the home country, local domestic laws, international laws, and laws and international marketing activity are the four key considerations for international law (Bearnish & Ashford, 2006).

One key challenge for the company is to develop an integrated strategy across numbers of international markets when there are different levels of economic development, therefore, the international marketer must understand divergent levels of economic developments and how they impinge on the marketing strategy so that firms can satisfy market demand as far as possible and compete with firms already in the market (Doole & Lowe, 2008) and obtain finally benefit.

When the company wants to invest and develop new foreign markets, the political climate of a country or region is an important factor for the companies to make international business decision (Ace, 2001). Therefore, when the firm intends to enter a new market, it must clearly understand the government’s attitude to business and which the government allows the firm to operate (Doole & Lowe,
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Market segmentations
After knowing the macro environment well, it is easier for the acquiring company to divide the market segments and choose the proper segmentations. Segmentation is a process involving dividing market into explicit segments, where customers behave in the same way or have the same demands (Bennett, 1995). For most firms, having segmentations is a better way to discover potential customers and satisfy their needs (Market segmentation, 2001). Segmentation based in consumer markets can be divided into the following categories:
Geographic segmentation is dividing the world into several pieces depending on geographic variables, is beneficial to all kinds of businesses, because it enables the marketing team of a company to easily identify and separate the market into different units, such as region, climate, language, (What Is Geographic Segmentation?, 2011);

Demographic segmentation is the basic market segmentation with various measurable factors of population, such as gender, age, career, income, education, social class etc., and it is one of the easiest segmentation strategies to unearth potential market costumers (Demographic Segmentation,
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