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International Market Planning And Segmentation Essay

1677 words - 7 pages

International market planning
International marketing is an important dynamic in helping organizations to become globally competitive. International marketing strategies and its efficiency assists in the expansion of an organization. What is more, the major goals of a marketing manager are to reduce risk and capitalize on returns in profit. Global expansion has developed a tactical imperative for nearly all large organizations and marketing managers have a great deal on their hands in developing, monitoring and changing these strategies. Cultural understanding is purely essential for an organization expecting to be effective in operating in a host country and even their own nation. International marketing is an exceedingly difficult and challenging activity for a multinational corporation (MNC) marketer. According to Cateora, Gilly, and Graham (2013), “international marketing is the performance of business activities designed to plan, price, promote, and direct flow of the companies goods and services to consumers of users in more than one nation for profit” (p. 10). This paper will concentrate on this importance of segmentation. The utilization of segmentation is the acknowledgement of different groups in a market diverge greatly and require discrete marketing mixes (Czinkota & Ronkainen, 2010).
McDonald’s and marketing segmentation
McDonald’s crossed the threshold into the international market through franchising and joint ventures and is currently operating in 120 different countries (Azim & Azim, 2012). They chose market strategies of healthy diet foods to maintain and create new customers. This new strategy assisted the organization in defending market share. There are several actions to yield to gain a competitive advantage and segmentation plays a significant role. McDonald’s has chosen this strategy by focusing on the diverse groups they service. They chose to expand into India and with the cow being sacred they had to change marketing strategy to meet the cultural needs. They modified the famous “Big Mac” in India to two mutton patties versus beef (Cateora et al., 2013). In India, McDonald’s took a look at the cultural aspect of the individuals their product would be servicing for consumption.
According to Czinkota and Ronkainen (2010), “The marketer must determine which customers to approach and also and also define them along numerous dimensions, such as demographics, geography, psychographics, or product related variables” (p. 19). In the United States, McDonald’s has continued to use segmentation to improve product sells by focusing on the various groups they serve. These groups are the objectives of their marketing determination. They have increasingly considered consumer behavior through marketing research from their segment managers (“McDonalds: Segmentation,” n.d.). Segment marketing managers focus on groups such as Hispanics, mothers, and other diverse clusters. One such targeted group involved in segmentation...

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