Professional Documents
Culture Documents
IMC Plan
IMC Plan
VTHN
ngocvth@uel.edu.vn
01 Segmentation process 04 Market selection process,
procedure, and strategy
Regional, trans-na8onal
02 and global segments 05 Evalua8ng overall foreign
market por=olios
Regional segments
- Similarity across regional level
Transnational segments
- Segments based on similar needs across a group of countries
- Country clusters
Global Segments
- Segments transcending national boundaries with common needs
3 GLOBAL SEGMENTS
! “Homogeneous entities categorized by psychographic and behavioural similarities”
(Doole, Lowe & Kenyon, 2018)
! “.. defined based upon market variables other than national boundaries (Hassan, 2011)
! Share core values, attitudes and aspirations
! Recognition that world markets consist of similarities and differences as
distinguishing characteristics
! Segmentation across markets rather than within - consumers, not countries
! Problem if geographically spread
GLOBAL MARKET SEGMENTATION
• Increased wealth
CHARACTERISTICS • Well travelled
• Prestige products universally
• High quality products
GLOBAL TEEN SEGMENT
“Teenagers sharing memorable experiences which are reflected in their consumption
behavior. Young consumers whose cultural norms have not become ingrained and who
can share universal needs, wants and fantasies”
- Internet
- Social media
- Interna0onal educa0on
- Frequent travel
CHARACTERISTICS
- Apprecia0on of future trends, fashion and music
- Self- conscious about way they look
- Role models influence choices
- Music important communica0ons tool
GLOBAL TEEN SEGMENT
• As cultures converge, teenagers around the world become more similar
• They use well-known global brands like iPhone, Facebook, Nike, YouTube,
Tiktok, Coca Cola …
• They wear the same clothes and want to look and feel right…
GLOBAL KIDS
Porsche Example
● Top Guns (27%) an ambi3ous & driven individual who cares about power & control
● Eli3sts (24%) individual from old money (blue blood), car is just a car
● Proud Patrons (23%) reward for hard work
● Bon Vivants (17%) thrill seekers and jet seJers, excitement & adventure
● Fantasists (9%) form of escape, does not care about impressing others
(Keegan & Green, 2015)
VALS SEGMENTATION
(Values – A4tudes – Lifestyles)
HIGH RESOURCES LOW RESOURCES
Innovators
Believers
Thinkers
người tiêu dùng truyền thống bảo thủ
Strivers
người ưu tiên ý kiến người khác
Achievers
Makers
Experiencers
Survivors
GLOBAL, LOCAL & FOREIGN
Tiêu dùng xanh hơn, hướng đến sản phẩm thân thiện với môi trường hơn, với sức khỏe hơn.
Thương mại điện tử phổ biến hơn
Mọi người có xu hướng sử dụng phương tiện ít tốn nhiên liệu hơn như xe bus, xe điện,...
4.1 MARKET SELECTION PROCESS
Reactive approaches Proactive approaches
passive, informal, unsystematic, ac:ve in ini:a:ng market
responding to situation, used by small selec:on, formal process
and medium-sized exporters, short
term profit motive
influencing factors
- Psychic distance – feeling of uncertainty about foreign
markets, perceived difficulty of finding informa:on
- Cultural distance – the perceived differences between the
manager’s own and the des:na:on culture
- Geographic distance – proximity.
4.2 MARKET SELECTION PROCEDURES
Expansive methods Contractible methods
home market starting point, based on optimal market selection, starts with
similarities and experience, use of large number, systematic screening
market clusters selection leading to elimination
4.2 MARKET SELECTION PROCEDURES
3 stages of ContracDble methods
đánh gía mức độ khả thi
1. Preliminary screening criteria for examining countries are iden3fied
(feasible countries)
⤑
→
characteristics
Prohibitive market characteristics
Estimation of market potentials→⇢ Estimation of sales potentials
Markets
Segments
⤑
→
EsAmaAon of profitability
→ Ranking of markets/ segments
Strategic planning Final market selecAon
⤑
Potential markets screening
Step 2: Customer segmenta1on
On the demand side behavior, lifestyle, attitudes, buying patterns, and decision-
making must be included for both consumer and industrial markets
Product factors
Marke1ng factors
Low communicaBon costs for addiBonal markets High communication costs
Low order handling costs for addiBonal markets High order handling costs
Low physical distribuBon costs for addiBonal markets High physical distribution costs
Standardized communicaBon in many markets Communication requires adaptation to
different markets
5. EVALUATING OVERALL FOREIGN MARKET PORTFOLIOS
Export: The market is not attractive due to its size or segment growth, not to make
heavy investments & to sell the product through exports.
Selective strategy: fierce competition & difficult to maintain a stable market share,
could invest if product/positioning fit with the market or have a powerful brand.
?
Give examples of global market segments and companies that
are marketing on that basis. Can small and medium-sized
enterprises market successfully to such segments? Explain.