Discussions

Hey, this is a 2 part assignment. Let me know if there are any questions. Thanks

Page 1

By performing market segmentation, marketers can generate the strategic insights needed to devise the most effective approaches. The process of global marketing segmentation begins with the choice of one or more variables to use as a basis for grouping customers.

In your initial post,

· Explain market segmentation variables and use a company as an example for that type of segmentation.

· Explain what variables were used by Amazon for segmenting the market and discuss your rationale for each.

· Analyze your mentor company’s targeting and positioning strategy in the region you chose.

o To support your answer, go to your company’s Twitter (Links to an external site.) account and find and post a copy or provide the link to at least two tweets in your initial post that reflect your company’s targeting and positioning strategies.

Your initial discussion post should be 250 words and must reflect at least two theories or frameworks discussed in the text (do not forget in-text citations).

Page 2

Prior to beginning this discussion, please review Chapter 8: Importing, Exporting, and Sourcing, and Chapter 9: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances in your text.

When writing your post, you should consider the four different strategies for entering the global market:

1. Direct and indirect exporting

2. Licensing and franchising

3. Joint ventures

4. Foreign direct investment

In your post, you will

· Pick two strategies from the above list for entering the global market. Assess the strengths and limitations of each strategy.

o Now, select one of these companies: Walmart, Dunkin’ Donuts, Starbucks, McDonald’s, or Target.

· Explain what strategies these companies used when entering the global economy.

o What prior research was conducted?

o How well did they understand their target marketing environment?

· Analyze the export marketing strategies the companies used.

o What decisions were made concerning product design, pricing, distribution channels, advertising, and communications—the marketing mix?

o What lessons did they learn from their success in the global marketplace?

Your initial discussion post should be 250 words.