I. Introduction Globalization is the biggest phenomenon of the 20th century. Organizations realized the potential of new untapped markets and expanded their operations of reap the benefits of globalization. While some organizations were successful in the first attempt, others failed miserably. Doing business in foreign markets is different than in domestic markets. Those who succeeded, obviously, did a few things differently than those could not manage to conquer the foreign market. This report is a study of factors associated with international marketing such as environmental differences of a new market, market entry methods, marketing mix strategies, segmentation and positioning. The report uses Wal-Mart’s struggle in India to exemplify …show more content…
American Marketing Association (AMA) refers to international marketing as the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. However, the external and uncontrollable factors in international marketing environment are much more complex. The managers involved in international marketing have to acquire new skills and capabilities to tackle the multidimensional environment in global markets. Depending on the level of involvement of the parent company in foreign markets, international can be classified as export marketing, global marketing or international marketing. The decision about level of involvement is based on environmental analysis of various elements of the marketing environment. Marketers often use SLEPT approach i.e., analysis of socio-cultural, legal, economic, political and technological elements to examine the aspects of international marketing …show more content…
STP- segmentation, targeting and positioning- STP approach is based on the assumption that mass markets are made up of homogenous groups that have unique needs and demands. Marketers identify these segments and position their brands accordingly to appeal to the target market. Basic segmentation can be based on various demographic, geographic, psychological and behavioral aspects. However, different markets should be segmented using different variable depending on the type of business (Lynn, 2011). For instance, an automobile manufacturer would segment a market on the basis of economic factors while a fast food company would be interested in cultural background along with economic aspects. Once the markets are segmented, marketer should select the segments which would be targeted. Since there could be more than one segment that a company would like to target, marketers use different positioning strategies to appeal to different segments. For example, banks position their brand depending on the target segment such as high net worth clients, loan customers and senior citizens. Positioning is a critical strategic decision because it implies a segmentation commitment and an overt decision to ignore other and may be larger parts of the market to concentrate only on certain segments (Aaker ,
Assessment of STP Options Both behavioral segmentation and age segmentation are strategies that can effectively divide consumers into two major markets
The segmentation process allows Company X to understand the changing needs of each demographic. Emerging opportunities can be easily identified in potential markets. To address retail customers within different industries accordingly Company X must develop an effective demographic segmentation strategy. The customer segments of Company X will be a diversified group. The groups are broken down into two main categories which are individuals and businesses.
Answer: (a): Market segmentation is the first step in defining and selecting a target market to pursue and penetrate. Basically, market segmentation is the process of splitting up an overall market into two or more groups/classes of consumers. Each group of consumers is called as a market segment. Each group (or market segment) should be similar in terms of certain characteristics or product/ service needs. In business world, market segmentation is considered to be a most important tool in enabling marketers to better meet customer needs and requirements.
3. Globalization Throughout the last decades, globalization became a real phenomenon, but history tells us that it is actually not a new social, historical phenomena, but has, under different names and manifestations, been with us for a long time. It is actually not only the continuation of the liberalization of international trade, which began in the mid-19th century with the launch of cross-border trade over long distances and later with intensive large-scale mobility of labor and capital. During capitalism, globalization has amplified due to the lust for profit, which is driven by capitalists across the globe. Indeed, globalization has significantly strengthened ever since.
Market segmentation separates the general market into categories which can be targeted and marketed effectively. Using market segmentation helps to get a better understanding of your target audience and increase the market return on investment. Technographic segmentation is one of methods that can be used to identify different target segments of this automobile industry. Target market segments: 1. Getting Around: This target segment views vehicles as a functional benefit or a transportation means that helps them to get from one point to another.
I. INTRODUCTION a. BACKGROUND: Globalization is a process of interaction and integration among the people, companies, and governments of different countries, a procedure compelled by international trade and investment, and supported by information technology. Furthermore, this process has an effect on various other systems such as on the environment, culture, political systems, economic development and prosperity and lastly, on human physical well-being in societies around the world. “Since 1950, for example, the volume of world trade has increased by 20 times, and from just 1997 to 1999 flows of foreign investment nearly doubled, from $468 billion to $827 billion” (York, 2016). Technology has been another primary driver of globalization,
Segment 1 – Wal-Mart’s Revolutionary Power 1. How much was Wal-Mart’s sales figure quoted in the beginning of the segment? Wal-Mart recorded $256 Billion in sales and is the first company in the world to record such a figure on sales. 2. How many Americans stream into Wal-Mart on a weekly basis?
Purpose and process of market segmentation The purpose of segmentation is to allow the marketer to be better able to reach the consumer needs and wants which increases the positive responses for the brand. Segmentation is important during the promotion process, this is where the team decided who what and where as well as, age gender and things like buying patterns. Because of this, marketing g segmentation comes before targeting. By dividing the audience, it makes it easier to target exactly who and where to send the devices or what to do with their next model.
Hennes and Mauritz (H&M) is Sweden based global company in the clothing industry. H&M has over 2600 stores in 43 different countries. H&M is known for their stylish or quality merchandise and its affordable prices. H&M has the aim and goal to provide quality fashion at the best and affordable prices. H&M also has the goal to provide good knowledge and product with good quality of well design, fashion, and textile (Matos, 2012).
Mid-Term Exam Your Mele P Tuifua American Public University (Charles Town, West Virginia) Abstract This paper analyzes and compares the companies Walmart and Amazon. After explaining a brief overview of each company, we will look at how Walmart stays profitable by having a good relationship with suppliers, and how they keep their competitive position in the global market.
Market are segmented in order to make it easier for businesses to target these segments according to the features and habits they exhibit. These segments must be definable, specific, profitable, and is has room to grow. The following outlines the segmentation for the market of Mercedes Benz broken down into demographic, behavioral and psychographic segmentation. Demographic Segmentation: Markets can be segmented by geography where the business would market its offering towards individuals living in a certain area.
According to TrackMaven, market segmentation is the process of dividing the market of potential customers into groups, or segments, based on different features. The created segment consists of consumers who will respond to the same marketing strategy and who share the nature of the same interests, needs, or locations. McDonald uses demographic segmentation as their main types of market segmentation. According to Sakshi Natani (2016), McDonald in Malaysia used mainly demographic segmentation, which divided in age, income, family-life cycle and social class.
The process of market segmentation involves the division of a market into groups of smaller size whose needs, behaviour and characteristics are distinct from each other. These smaller groups or 'segments ' may require separate marketing strategies. There are four major market segmentation variables namely behavioural, psychographic, geographic and
1. MARKAT SEGMENTATION Market segmentation is a strategy that is generally used by a company to identify and define the target customers, and provide the supporting data for the marketing plan elements. There are five types of market segmentation which are demographic segmentation, geographic segmentation, psychographic segmentation, benefits segmentation and volume segmentation. • Demographic Segmentation Demographic segmentation is market segmentation according to age, family size, religion, race, gender, income and education. By using this segmentation, a company can categorize the needs of consumers more easily and target its consumers more accurately because demographics can segmented into several markets.
Globalization is the method by which business, corporations, individuals start to operate on an international scale. Globalization has empowered monetary advancement, social and political impact. Though globalization is advantageous to the individuals who have worldwide systems while others are barred. The counter globalization development surveys the importance of globalization.