Task Five International Market Segmentation and Selection（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Task Five International Market Segmentation and Selection Internal Analysis The internal analysis contributes to a company’s greater understanding of its advantages and disadvantages compared to its competitors and gives the company an overview of where its position is in the market. Strength Weakness Marketing Objectives Setting Realistic and Achievable Specific Measurable Timed I International Market Segmentation International market segmentation is a step to group different countries. It is also a way to seek new business opportunities and growth. Look at Mini-Case 5.1 1. Importance of International Market Segmentation A company, no matter how large its resources and capacity are, could not possibly serve all the consumers in the world. Companies need to focus on some consumers from whom they can make profits. 2. Requirements for International Segmentation Measurability Substantiality Stability over Time Accessibility Actionable Differential Response 3. Criteria for Segmenting Markets 3.1 Macro Variables Market Potential GDP and GNI per capita Market Growth Consumer Buying Power Political/Legal and Cultural Environments---Look at Mini-Case 5.2 3.1 Macro Variables The Infrastructure and Logistics in the Country Geographical Factors Demographic Factors The Degree of Market Fit with Company Goals and Resources 3.2 Segmentation According to Micro Factors Personal Income Level Psychological Factors Benefit Factors 4. International Segmentation Process (1) Setting Segmentation Objectives (2) Determining Segmentation Variables (3) Conducting Segmentation Research (4) Analyzing the Data Collected (5) Finalizing the Consumer Segments Look at Mini-Case 5.3 II International Market Selection 1. Assigning a Score to Each Screening Criteria and Score the Criteria 2. Calculating the Total Score of Each Segment 3. Selecting the Prime Market 4. Developing Sub-segments in Each Prime Segment 5. Selecting the Target Market III Market Expansion Strategy When selecting the targetin