Segmenting International Markets
Segmenting International Markets
Few companies have either the resources or the will to operate in all, or even most, of the more than 170 countries that dot the globe. Although some large companies, such as Unilever or Sony, sell products in more than 100 countries, most inter
national firms focus on a smaller set. Operating in many countries presents new challenges.•"' The different countries of the world, even those that arc close together, can vary dramatically in their economic, cultural and political makeup. Thus, just as they do within their domestic markets, international firms need to group their world markets into segments with distinct buying needs and behaviours.
Companies can segment international markets using one or a combination of several variables. They can segment by geographic location, grouping countries by regions such as western Europe, the Pacific Rim, the Middle East or Africa. Countries in many regions have already organized geographically into market groups or 'free trade zones', such as the European Union, the Association of
SouthEast Asian Nations and the North American Free Trade Association. These associations reduce trade barriers between member countries, creating larger and
more homogeneous markets. Geographic segmentation assumes that nations close to one another will have many common traits and behaviours. Although this is often the case, there are many exceptions. For example, although the United States and Canada have
much in common, both differ culturally and economically from neighbouring Mexico. Even within a region, consumers can differ widely:
Many marketers think everything between the Rio Grande and Tierra del Fuego at the southern tip of South America is the same, including the 400 million inhabitants. They are wrong. The Dominican Republic is no more like Argentina than Sicily is like Sweden. Many Latin Americans do not speak Spanish, including 140 million Portuguesespeaking Brazilians and the millions in other countries who speak a variety of Indian dialects."
404 • Chapter 9 Market Segmentation and Targeting
Some world markets segment on economicfactors. For example, countries might group by population income levels or by their overall level of economic development. Some countries, such as the socalled Group of Eight the United States, the United Kingdom, France, Germany, Japan, Canada, Italy and Russia have established highly industrialized economies. Other countries have newly industrialized or developing economies (Singapore, Malaysia. Taiwan, South Korea, Brazil, Mexico and now China). Still others are less developed (India, sub Saharan Africa). A company's economic structure shapes its population's product
Market Segmentation • 405
Figure 9.3
The UK media scene
The leading deodorant soaps also appeal differently to different age segments. For example, Dial appeals more to men aged 45 to 68 than to younger men; women aged 35 to 44, however, are more likely than the average woman to use Dial Coast
appeals much more to younger men and women than to older people men and women aged IS to 24 are about a third more likely than the average to use Coast. 34
Demographic variables can also be combined with segmentation variables social class, for instance. In Figure 9.3 social class and age are used to describe the UK media scene. This shows how the media is segmented, together with some
successful, and some less successful, attempts at segmentation. It is noticeable how most media appeal to older people in social classes C2, D and E. In the United
Kingdom, only cinema hits younger ABCls. Newspaper readership is clearly segmented by social elass. The Sun and Mirror are popular tabloid newspapers that focus on personal interest stories, TV, pop and sport to appeal to social
classos C2, D and E. The Daily Mail and Daily Express are midmarket news papers. They are tabloid in size, but focus on national and international news. The Times, Telegraph and Guardian are broadsheet quality newspapers that appeal to
A, BandCl social groups. These segments are very strongly divided. When a price war had The Times and Telegraph slashing their prices, The Times' reduction from 45p to 20p had no influence on the demand for popular tabloids.
The similarity in the appeal of the two independent television stations, ITV and Channel 4, shows little segmentation of their overall appeal. In contrast, Big Breakfast appeals to a segment quite different from the RRC's and ITV's serious
morning programmes. Its zany humoxir and regular features, such as 'the Crunch with ?,ig and Zag', 'Snap, Crackle and Pop' and 'Paula's Boudoir' interviews
conducted in her bed with famous people appeals most to young C2DEs.
Parts
» Book Principles Of Marketin Pleased
» I'hrce considerations underlying the
» The Information Technology Boom
» • False Wants and Too Much Materialism
» There is good reason to search a 2.4
» Levi's Strategic Marketing and Planning
» Analysing the Current Easiness Portfolio
» Conflict Between Departments
» Marketing Strategies for Competitive Advantage
» Principal actors in the company's
» • Persistence of Cultural Values
» McDonald's; Breaking into the South African Market
» Analysis of International Market Opportunity Deciding Whether or Not to Go Abroad
» Understanding the Global Environment
» Procter & Gamble: Going Global in Cosmetics
» Sheba: The Pet's St Valentines Day Pedro Quclhas Brito, Universidade do Porto, Portugal
» Individual Differences in Innovativcncss
» Influence of Product Characteristics on Rate of Adoption
» Selling Business Jets: The Ultimate Executive Toy
» • Systems Buying and Selling
» • Strong Influences on Government Buyers
» TABI.EI GOVERNMENT CODES OF PRACTICE IN VARIOUS COUNTRIES
» Qantas: Taking Off in Tomorrow's Market
» • Defining the Problem and Research Objectives
» CLOSEDEND QUESTIONS NAME DESCRIPTION
» Estimating Total Market Demand
» Estimating Actual Sales and Market Shares
» TimeSeries Analysis technology.
» Segmenting International Markets
» • Selecting Market, Segments
» 2 VOLUME BRAND SHARES (%) BRAND SHARE CoffeeMate total: 55.5
» 7 CONSUMPTION BY HOUSEHOLD SIZE (PER PERSON/WEEK)
» Preview Case Gastrol: Liquid Engineering
» Determine the Competitors'Positions One way of defining competitors is to look at
» Communicating and Delivering the Chosen Position
» The Need for Customer Retention
» The Ultimate Test: Customer Profitability
» 1 POTENTIAL PRODUCT FIELDS FOR AN EXPANSION OP THE UNCLE BEN'S BRAND
» 2 VARIETIES OF UNCLE BEN'S FEINSCHMECKER SAUCE
» Federal Express: Losing a Packet in Europe
» Close or Distant Competitors
» • Expanding the Total Market
» • The Customer Service Department
» What Governs NewProduct Success?
» Lufthansa: Listening lo Customers
» Managing Productivity CU _ C7 ^ •
» Mattel: Getting it Right is No Child's Play
» Internal Factors Affecting Pricing Decisions
» • BreakEven Analysis and Target Profit Pricing
» 1 CAR OWNERSHIP ACROSS THE EUROPEAN UNION
» Mobile Phones: Even More Mobile Customers
» Stena Sealink versus Le Shuttle, Eurostar and the Rest
» Preview Case British Home Stores
» • Selecting the Message Source
» Setting the Total Promotion Budget
» Factors in Setting the Promotion Mix
» Integrated Marketing Communications
» Setting the Advertising Budget
» • Selecting Advertising Media
» Standardization or Differentiation
» Media Planning, Buying and Costs
» IBM Restructures the Sales Force
» • Other Sales Force Strategy and Structure Issues
» 5 per cent sales elite apart from the rest is 'an astounding 60 per cent [are] just there for the
» Britcraft Jetprop: Whose Sale is it Anyhow? 1
» 1 COMMERCIAL SUCCESS OF THE JETPROP AIRCRAFT, 1992 NUMBER OF CONTINENT
» 1 PANEUROPEAN CONSUMER GROUPS
» Analyzing Customer Service Needs
» Defining the Channel Objectives and Constraints
» Identifying Major Alternatives
» Designing International Distribution Channels
» Evaluating and Controlling Channel Members
» • Building Channel Partnerships
» The Growth of Direct Marketing
» Customer Databases arid Direct Marketing
» DirectResponse Television Marketing
» Online Marketing and Electronic Commerce
» Germany, the UK and other countries in Europe 1997 to SI.64 billion or 7.5 per cent of global
» • Creating an Electronic Storefront
» • Participating in Forums, Newsgroups and IVcb Communities
» • The Promise and Challenges of Online Marketing
» Roberto Alvarez del Blanco and Jeff Rapaport*
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