Subject (Course): International Segmentation, Brand Strategy, and Positioning. Syllabus:
This subject consists of three parts:
1- International Market Segmentation.
2- Global Brand Strategy.
3- Positioning in the International Markets.
The main objective of this subject is to learn about Market Segmentation, Brand, and Positioning and its importance in international marketing:
Sample of the subject - Segmentation, Brand, and Positioning:
Subject Description (Segmentation, Brand, and Positioning):
Without a doubt, it would be ideal for an export enterprise to offer a tailored (or adapted) product or service to each of its clients (importers). As this is impossible, the exporter need develop goods and/or services adapted to different segments of the market.
International market segmentation is the basis of another international marketing plan. The global market segmentation will require a strong effort to focus the strategy in each market niche. The main objective of the international segmentation is to improve the position of the brand of the product or service.
International market segmentation allows the exporter:
International Targeting Strategies:
Positioning is the process of designing an offer and image of the enterprise so that it occupies a distinct and valued place in the mind of the consumer. The objective of positioning a product or a service is to make sure that it occupies a certain place in the mind of the consumer (importer), differentiating it from the competition.
Positioning a product or service consists gaining a benign meaning in the mind of the customer as to where the product or service sits in the market segment to which it belongs. This may be achieved by the own attributes of the product (or the service) or through the international promotion policy.