ESCUELA SUPERIOR POLITCNICA AGROPECUARIA DE

MANAB
MANUEL FLIX LPEZ
CAREER BUSINESS ADMINISTRATION

INTERNATIONAL BUSINESS
THEME:
PHASES OF THE INTERNATIONAL SEGMENTATION
AUTHORS:
LIZETH A. AVELLN GANCHOZO
VCTOR R. MOREIRA LAVA
CINDY V. PAZMIO SOLRZANO
CARLOS M. ZAMBRANO BRAVO
TEACHER:
ING. BENIGNO J. ALCVAR MARTNEZ, Mg.
CALCETA, JULY 2016

INTERNATIONAL
SEGMENTATION
The goal is to discover, in
different countries or
regions, groups of buyers
whose similar expectations
for products transcend
national and cultural
particularism.

SEGMENTATION OF
INTERNATIONAL MARKETS
GEOTARGETING:

Situation or region.

POLITICAL OR LEGAL
FACTORS:
Type/government
stability, monetary
legislation, others.

ECONOMIC
FACTORS:

Income of population or
level of economic
development.

CULTURAL FACTORS:
Language, religion,
values, attitudes, habits
and behavior patterns.

REQUIREMENTS FOR
EFFECTIVE TARGETING:
MEASURABLE

CAPABLE OF BEING
PROCESSED

ACCESSIBLE

DIFFERENTIABLE

SUBSTANTIAL

PHASES OF THE INTERNATIONAL

SEGMENTATION
1. Identify
variables to
segment the
market.

2. Develop
profiles of each
segment.

3. Calculate the
attractiveness of
each segment.

6. Develop a
marketing mix for
each segment.

5. Develop
positioning
strategies to
target segments.

4. Select target
segments.

1. Identify variables to segment

the market:
It involves capturing available market data to detect and
perform segmentation.
The analysis can be of two types:
Factorial:
Employs highly related or similar
variables.
Group Analysis:
Search variables that allow the
identification of homogeneous
segments.

2. Develop profiles of each segment:

After segmentation, we proceed to describe each of the
segments getting your profile and identifying with a
particular name.

Example:
Segments of an online car dealer could be:
The self.
The indecisive.
The cash.

3. Calculate the attractiveness of each

segment.
A market segment is useful if
the company is able to offer a
product / service for each
segment differentiated, and this
differentiation is perceptible
and relevant to them.

4. Select target segments:

It involves choosing one or more segments that fit
immediate objectives of the company (increased
sales, customer loyalty, brand generation, influence).

5. Develop positioning strategies to

target segments:
- A company or a market can be differentiated according
to:

Positioning strategies:
Product mix.
Services.
The selected channel.
People.
Image.

6. Develop a marketing mix for each

segment.

The objective of
applying this analysis is
to know the situation
of the company and to
develop a specific
strategy posterior
positioning.

PRODUCT

PRICE

DISTRIBUTION

PROMOTION

INTERNATIONAL
MARKETING PLAN
It allows the company to
plan and organize its
international growth,
minimize risk, reduce costs
and locate and dispose
adaptation needs.

STAGES OF INTERNATIONAL
MARKETING PLAN
1st STAGE: "WHERE WE ARE"
ENVIRONMENT ANALYSIS
Analysis of
the
capabilities
of the
company

Sector
Analysis

Rating:
objectives,
resources,
grants and
subsidies

NEW MARKET
RESEARCH
International International
environment competition

2nd STAGE: "WHERE WE WANT TO GO"

SELECTION / LIMITATIONS:
Markets

Production
lines

Entry forms

Strategy

Market
objectives

3RD STAGE: "HOW WILL WE GET"

INTERNATIONAL MARKETING MIX
Product

Price

Distribution

Promotion

STAGE 4: IMPLEMENTATION"
IMPLEMENTATION
Extension

Coordination

Control

Evaluation