Market Segmentation. Brand Strategy. Positioning

EENI- School of International Business

Subject (Course): International Segmentation, Brand, and Positioning. Syllabus:

This subject consists of three parts:

1- International Market Segmentation.

  1. The importance of the segmentation of international markets.
  2. Criteria for market segmentation.
  3. Steps of a process of international segmentation.
  4. Niche markets
  5. Worldwide segmentation strategy.
  6. Targeting strategies:
      - Concentrated
      - Differentiated
      - Product Specialisation
      - Market Specialisation
      - Full Market Coverage
    Case Study:
      - Segmentation strategy of the Volkswagen Group.
      - Matsushita Electric (Panasonic)
      - United Airlines
      - BECEL/FLORA (Unilever)
      - VALS reports.

2- Global Brand Strategy.

  1. The importance of the brand the internationalisation strategy
  2. Brand value
  3. Brand strategies in foreign markets
  4. Global, regional, and local brands
  5. Building an international brand
  6. Case Study:
      - Top global brands
      - Unilever
      - Wrigley Company
      - ACER
      - Gucci Group
      - Nutrexpa
      - Mitsubishi

3- Positioning in the International Markets.

  1. Introduction to the positioning in the international markets
  2. Stages of positioning
  3. Strategies of positioning
  4. Global brand positioning
  5. Twenty-two Immutable Laws of Marketing
  6. Case Study:
      - United Biscuits
      - Ford Motor Company
      - Erste Bank
      - Positioning a new product in the Australian Market

The main objective of this subject is to learn about Market Segmentation, Brand, and Positioning and its importance in international marketing:

  1. To understand the importance of international segmentationin our strategies of marketing and internationalisation.
  2. To know the targeting strategies: concentrated, differentiated, product specialisation, market specialisation, and full market coverage
  3. To know the main brand strategies: global, regional, or local.
  4. To understand the process of creating brand value in the global markets.
  5. To know the strategies of positioning a brand in international markets.
Subject “Segmentation, Brand, and Positioning” is studied…
  1. Master in Foreign Trade and Marketing
  2. Professional Master's Program in International Business (MIB)
  3. Postgraduate Diploma in International Marketing
  4. Course: Advanced global marketing.

Languages of study: En or Fr Segmentation En Segmentacion Pt

Credits of the subject “International segmentation, brand and positioning”: 4 ECTS/2 AC.

Area of Knowledge: International Marketing

Sample of the subject - Segmentation, Brand, and Positioning:
Global brand strategy

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 for different segments of the market.

International market segmentation

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:

  1. Product or service differentiation.
  2. To manage local, regional, or international distribution.
  3. To improve communication and promotion policy for each segment.

International Brand

International Targeting Strategies:

  1. Concentrated strategy
  2. Differentiated strategy
  3. Product specialisation
  4. Market specialisation
  5. Full market coverage

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.

Positioning a brand



EENI Business School