Global Marketing project guideline
1
GLOBAL MARKETING (MKTG 1064)
PROJECT GUIDELINES (PART B): Segmentation and Target Market Strategy/ Competitive Analysis
SIM Semester 1 2014 and Positioning
© GDS
Reminder
2
Now you have completed Part One of the GM report on Macro-Environmental Research
It is important that for the rest of the remaining sections of Part Two of the report on the
Feasibility Study that you also CARRY over some of the findings you made in Part One if they have IMPLICATIONS for international marketing strategy
In other words.. Are there any relevant points from your
PESTL analysis that you can LINK to marketing strategy?
3
Political factors Economic factors Social factors
Technology
factors
Legal factors
When you are writing on different aspects of the international marketing strategy (STP + CA + 4Ps) are you able to LINK some key findings from your macro-environmental research to show how these would impact on marketing strategy
LEADING to decisions on either ADAPTATION or
STANDARDIZATION
Market Segmentation and Targeting
(10%)
4
What is required in this section is the profile of the different segments and the justification of why your brand is directed at a specific target segment/s Segmentation and Targeting are two different terms Segmentation
is to break down the market
Targeting is to select the ‘desired’ segment
Read the text Chapter Seven AND my lecture notes (6A)
5
Remember
A target country market is NOT a target segment There are many segments within a country market Hence the need to investigate further into your country market and identify the possible segments
Segmentation Approach
6
Once you select the target country, you must focus on target segments (not the same!!)
Particular cities (why? Justify)
Bases of Segmentation (must be correlated to demand for your product or service- long list of generic segmentation bases are NOT
GLOBAL MARKETING (MKTG 1064)
PROJECT GUIDELINES (PART B): Segmentation and Target Market Strategy/ Competitive Analysis
SIM Semester 1 2014 and Positioning
© GDS
Reminder
2
Now you have completed Part One of the GM report on Macro-Environmental Research
It is important that for the rest of the remaining sections of Part Two of the report on the
Feasibility Study that you also CARRY over some of the findings you made in Part One if they have IMPLICATIONS for international marketing strategy
In other words.. Are there any relevant points from your
PESTL analysis that you can LINK to marketing strategy?
3
Political factors Economic factors Social factors
Technology
factors
Legal factors
When you are writing on different aspects of the international marketing strategy (STP + CA + 4Ps) are you able to LINK some key findings from your macro-environmental research to show how these would impact on marketing strategy
LEADING to decisions on either ADAPTATION or
STANDARDIZATION
Market Segmentation and Targeting
(10%)
4
What is required in this section is the profile of the different segments and the justification of why your brand is directed at a specific target segment/s Segmentation and Targeting are two different terms Segmentation
is to break down the market
Targeting is to select the ‘desired’ segment
Read the text Chapter Seven AND my lecture notes (6A)
5
Remember
A target country market is NOT a target segment There are many segments within a country market Hence the need to investigate further into your country market and identify the possible segments
Segmentation Approach
6
Once you select the target country, you must focus on target segments (not the same!!)
Particular cities (why? Justify)
Bases of Segmentation (must be correlated to demand for your product or service- long list of generic segmentation bases are NOT