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Essay / Research Paper Abstract
A 3 page paper answering 2 questions. One asks how to segment Europe to establish a realistic target market, the other asks how a firm with a small market share can increase its product positioning intensity. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgQuSeg2.rtf
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Unformatted sample text from the term paper:
that has decided to market its product in Europe. What segmentation scheme would you use and what limitations would it have in helping you identify your target markets?
I would begin by identifying those areas of Europe in which successful marketing of the product was most assured, expanding into riskier areas of Europe
after having established the product in more stable economic environments. This means that I would be looking first to countries of Western Europe such as the United Kingdom, the
Netherlands, France, Germany, Italy, Switzerland; and leaving until a later time countries such as Poland, Hungary, the Czech Republic and other former Eastern Bloc nations that still have not been
able to attain economic stability. This initial distinction constitutes segmenting by country, specifically for economic stability within the country. The next level
of distinction would be that of geographic location within chosen countries (Walker, Mullins and Larreche, 2003a). As example, all of Switzerland might be attractive at the outset, but all
of Italy likely is not. Italy has been battling a dichotomy of prosperity between North and South for years. The area around Milan is industrial and prosperous, while
Southern Italy remains economically depressed. Clearly, marketing efforts in Northern Italy have the greatest promise of success and return. The next distinction
would be that of defining consumer demographics within selected regions of selected countries. Because of the nature of the product, I would want to focus on those consumers with
the busiest lives who have less time to prepare their meals. I also would want to focus on areas of low unemployment, ensuring that most consumers have sufficient income
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