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Global Market Segmentation Strategies

The document discusses two research papers about market segmentation and brand positioning in global markets. The first paper analyzes the link between segmentation bases and brand positioning strategies for top global brands. It finds that using both macro and micro segmentation bases is linked to perceived brand positioning strategies. The second paper examines positioning strategies of international service brands like credit cards. It finds the "brand name" strategy is most successful for Visa, MasterCard and Amex, while the "top of the range" strategy works best for Diners Club. Both papers provide insights for marketers on understanding consumer culture and perception in global markets.

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Cuty Joshi Ubs
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32 views3 pages

Global Market Segmentation Strategies

The document discusses two research papers about market segmentation and brand positioning in global markets. The first paper analyzes the link between segmentation bases and brand positioning strategies for top global brands. It finds that using both macro and micro segmentation bases is linked to perceived brand positioning strategies. The second paper examines positioning strategies of international service brands like credit cards. It finds the "brand name" strategy is most successful for Visa, MasterCard and Amex, while the "top of the range" strategy works best for Diners Club. Both papers provide insights for marketers on understanding consumer culture and perception in global markets.

Uploaded by

Cuty Joshi Ubs
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

University Business School,

Panjab University

GLOBAL MARKETING MANAGEMENT


ASSIGNMENT-3

Submitted by:
Submitted to:
Cuty Joshi
Prof. Purva Kansal
MBA-IB 2nd SEM
Market segmentation and brand positioning in global markets
Examining world market segmentation and brand positioning strategies
Authors: Salah S. Hassan & Stephen Craft

The research paper by Hasan and Craft discusses the conceptual and empirical linkages
between segmentation bases and brand positioning strategies, finding that the combined use
of macro and micro-bases is significantly linked to the perceived positioning strategies of top
global brands.

The author first reviews the historical literature on segmentation, pointing out its limitation of
not considering the consumer behaviour variables and suggests using the hybrid approach
that considers both macro and micro bases.

They then proceed with the matrix categorizing 4 strategies for Segment-based strategic
brand positioning. Extensive research using factor analysis is done that suggests that firms
must evaluate the types of segmentation bases used in order to better understand their
strategic market position. Also, the types of bases used in segmentation may indicate the
firm's positioning strategy.

The second study explains the perceived association between global brand positions and
world market segments. The author argue that “global strategy” and “multinational strategy”
give the firm a significant competitive advantage where as the other 2 strategies “focused”
and “multi-local” have disadvantages of high cost of differentiation or low economies of
scale.

This use of practical implications and literature review helps to comprehend the challenges
and opportunities in segmentation and positioning in the global marketplace. Furthermore, it
provides marketers with insights into consumer culture and perception, which are critical
success factors in this complex and dynamic global market.
Positioning strategies of international and multicultural-oriented service brands
Authors: Charles Blankson & Stavros P. Kalafatis

The article by Charles Blankson & Stavros P. Kalafatis examines the positioning strategies
of international service brands. The literature review is followed byanalysis of 3 populations
namely marketing communication of company, experts and executives and target group of
customers. The research is done through secondary data, personal interviews, content analysis
and surveys.

The paper examines position strategies of 4 card brands - Visa, MasterCard, Amex and
Diners Club and highlight that “the brand name” positioning strategy is the most successful
and go to strategy for former 3 brands whereas “top of the range” positioning strategy works
for later 2 brands. The author also emphasise the importance of considering factors such as
customer needs and preferences, cultural values, the competitive environment, and brand
image when selecting a positioning strategy.
This article provides great insights to service providers about the positioning approaches of
card companies by highlighting the importance and setting benchmarks fo appreciating and
operationalizing the concept of positioning. While there are limitations of low response rate
and concentration on a single sector of the services industry, this paper examines the issues
that were missing in the past researches.

This material may be used by managers and marketers when they are trying to reach middle-
class and mass-market consumers. To develop tactics that are in line with the consumer's
view, they might take into account several study variables. They can utilise appropriate
above-the-line or below-the-line advertising tactics to influence consumer perception and
purchasing decisions.
This study is a addition in the operationalization of the concept of positioning. It provides the
managers the knowledge to choose best competitive options for positioning in the market.

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