scholarly journals THE PROCEDURE OF DEVELOPMENT OF INTERNATIONAL MARKET SEGMENTATION STRATEGY

2020 ◽  
pp. 166-182
Author(s):  
Olga Prygara ◽  
Viktoria Zhurylo
Keyword(s):  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Individual Characteristics ◽  
Entrepreneurial Activity ◽  
Cultural Environment ◽  
Market Demand ◽  
Market Environment ◽  
Segmentation Strategy ◽  
Segmentation Process

Introduction. Increase of intensity of international economic activity under the process of internationalization of commodity markets lead to the necessity of search of attractive international markets and segments. Aim of the article is the development of procedure of international market segmentation strategy and determination of peculiarities of international market segmentation in comparison with segmentation of domestic markets, considering the necessity of evaluation of factors of choice of attractive markets, considering the influence of cultural environment on entrepreneurial activity. Method (Methodology). Application of methods of scientific generalization, analysis and synthesis gave an opportunity to distinguish elements, that characterize segmentation of international markets; to systemize the factors of international market environment, that influence international market segmentation process, define customers’ characteristics, that influence their purchasing decisions; to distinguish stages of international market segmentation; to describe features and marketing tasks of each stage. Results. Segmentation of international markets has to be viewed as the systematized process of division of international markets on the groups of countries and groups of individual customers on the basis of their cultural values and motivations concerning their decision making process, that gives an opportunity to satisfy their specific needs and strengthen international competitive positions. The factors that influence international segmentation process are macrofactors: geographic, structural-demographic, legal, economic, scientific, socio-cultural; and microfactors: common market factors (market demand, competitive factors, factors of quality characteristics of the product) and customer-based factors (psychological, behavioral, individual characteristics of customers). The stages of the procedure of developing of international segmentation strategy are: market attractiveness evaluation; competitive analysis; demand evaluation; cultural environment analysis; macrosegmentation of markets; microsegmentation of markets; implementation of strategy and control. The proposed strategy of international segmentation strategy requires forming of the detailed marketing plan to a certain market segment and constant monitoring of its realization in accordance with changes in market environment and motivations of customers.

The Challenge of International Market Segmentation in Emerging Markets

2016 ◽  
pp. 2274-2293
Author(s):  
Ramazan Nacar ◽  
Nimet Uray
Keyword(s):  
Emerging Markets ◽  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Future Research ◽  
Methodological Issues ◽  
Research Directions ◽  
Paradoxical Effects ◽  
Key Issues ◽  
Future Research Directions

Increasing paradoxical effects of globalization resulted in the increased homogenization and heterogenization of international markets. Globalization with its varying effects also increased the significance of international market segmentation over the last few decades. Despite the increased presence and usage of international market segmentation, in recent times, the rise of emerging markets have challenged the concepts and methods of international market segmentation. In order to address key issues of international market segmentation in emerging markets, this study briefly examined and assessed foremost conceptual and methodological issues of international market segmentation in emerging markets. Suggestions and future research directions are also provided.

The Challenge of International Market Segmentation in Emerging Markets

2016 ◽  
pp. 42-61 ◽  
Author(s):  
Ramazan Nacar ◽  
Nimet Uray
Keyword(s):  
Emerging Markets ◽  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Future Research ◽  
Methodological Issues ◽  
Research Directions ◽  
Paradoxical Effects ◽  
Key Issues ◽  
Future Research Directions

Increasing paradoxical effects of globalization resulted in the increased homogenization and heterogenization of international markets. Globalization with its varying effects also increased the significance of international market segmentation over the last few decades. Despite the increased presence and usage of international market segmentation, in recent times, the rise of emerging markets have challenged the concepts and methods of international market segmentation. In order to address key issues of international market segmentation in emerging markets, this study briefly examined and assessed foremost conceptual and methodological issues of international market segmentation in emerging markets. Suggestions and future research directions are also provided.

DAYA SAING EKSPOR KARET ALAM TIGA NEGARA ITRC (INDONESIA, THAILAND, MALAYSIA) DI PASAR INTERNASIONAL PERIODE 1994-2018

2020 ◽  
Vol 4 (1) ◽  
pp. 81-87
Author(s):  
Shinta Dwi Ardanari ◽  
Rynalto Mukiwihando
Keyword(s):  
Natural Rubber ◽  
Analytical Method ◽  
International Market ◽  
World Market ◽  
Competitive Advantages ◽  
Market Demand ◽  
Export Share ◽  
Intense Competition ◽  
Time Period ◽  
The World

ABSTRACTShare of Indonesia's export value of natural rubber in the international market is almost always below Thailand, which is one of the competiting countries. The others countries began to become a threat to Indonesia because their exports share of natural rubber showed an increasing. This indicates that there is intense competition in the international market. As a country with the largest plantation area in the world, Indonesia should be superior. But this can be an opportunity to be able to compete in the world market so it is important to be managed more deeply so that it can create competitive advantages that can increase competitiveness. This study aims to determine the position of the competitiveness of natural rubber exports for the three countries of ITRC in the international market. The analytical method used is dynamic RCA. The results showed that all products of natural rubber coded HS 400110, 400121, 400122, 400129 and 400130 were experiencing a decline in growth in the export share of the three countries of ITRC : Indonesia, Thailand and Malaysia, but the market demand conditions for these products were declining in that time period.

Primary Exploration on Opportunities for the Formation of New Zealand’s Creative Film & TV Industry

2013 ◽  
Vol 311 ◽  
pp. 334-338
Author(s):  
Qi Li
Keyword(s):  
New Zealand ◽  
Radiation Effects ◽  
International Markets ◽  
Rapid Rise ◽  
Market Environment ◽  
Sharp Rise ◽  
The Past ◽  
Labor Division ◽  
Technology Market ◽  
Production Industry

Over the past two decades, New Zealand has seen rapid and sharp rise of film & TV industry, developed competitive edges of film production industry, participated in labor division in the international markets and shaped creative film &TV industry with radiation effects. This paper analyzes the historical opportunities for the rapid rise of film & TV industry in Zealand from the perspectives of changes to the market environment of technology, market, industry labor division, etc.

scholarly journals Economic and ecological space “Kuyalnitskiy”: organizational and investment support for development

2021 ◽  
Vol 5 (2) ◽  
pp. 71-79
Author(s):  
Oleg Rubel
Keyword(s):  
Protected Areas ◽  
National Park ◽  
Entrepreneurial Activity ◽  
Nature Management ◽  
Business Activity ◽  
Market Demand ◽  
Service Market ◽  
Protected Object ◽  
Methodological Principles ◽  
The City

Introduction. Kuyalnyk estuary has a remarkable medical and health potential of national importance, its unique properties are of international value, which predetermines recognition of respective areas as protected areas. In addition, proximity of Kuyalnyk estuary to the city of Odesa causes expansion of not only cooperation vectors with representatives of business groups in Odesa region, as  well as creating demand in service market at this area. However, presently, economiс-ecological potential of Kuyalnyk estuary area is not used properly, which significantly affects social and infrastructural level of this area, and decreases investment attraction of this resort. Aim and tasks. In this paper it is proposed to consider theoretical and methodological principles of developing ecologically oriented business activity at the stage of planning protected object: Natural National Park (NNP) “Kuyalnitskiy”; to analyze tools for cooperation with economic private sector representatives, which will ensure protected areas development as a multifunctional space. Results. This paper substantiates ways to develop regional program of targeted economiс-ecological support for entrepreneurial activity development in the areas of Ukrainian nature reserve fund; it is suggested implementing public-private policy that allows developing future Natural National Park “Kuyalnitskiy” as innovative area – “space” aimed at streamlining processes of nature management, creating new formats of business activity, improving ecological-economic situation in the region, creating conditions for sustainable development. Conclusions. Taking into account dual economic and regulatory status of Kuyalnyk estuary, it is necessary to plan such vectors of business activity that can simultaneously meet the needs of sanatoriums and have environmentally friendly format that will consider reasonable level of anthropogenic load at this area. The proximity to the city of Odesa will ensure development and market demand for various types of economic-ecological business activities, as well as appropriate level of “neighbourhood urban planning”.

scholarly journals The Potential Of Internationalization Of Small And Medium Micro Enterprises In SAWO Leather Crafts, Magetan District, East Java, Indonesia

2021 ◽  
Vol 2 (3) ◽  
pp. 650-659
Author(s):  
Hari Purwanto
Keyword(s):  
Small Businesses ◽  
International Market ◽  
Global Market ◽  
Marketing Channels ◽  
Research Approach ◽  
Market Demand ◽  
Data Display ◽  
Advanced Information Technology ◽  
Micro Enterprises

The Magetan leather handicraft business is one of the long-established and surviving SMEs and contributes to the creation of employment and income for the community. Currently, the marketing of leather handicraft products is still limited to meeting local and national needs so that limited market demand makes leather handicraft difficult to develop. Globalization and increasingly advanced information technology have become opportunities for the Magetanleathercraft industry to penetrate the international market, however, various obstacles arise considering that penetrating the global market is not easy for small businesses that have many limitations. The purpose of this case study is to examine the opportunities and obstacles of the Magetan leather handicraft business to penetrate the international market. This research approach is qualitative with case studies.owner of leather handicraft, owner of leathercraft marketing shop, the buyer of leathercraft, an employee of leathercraft. Data analysis includes (1) data collection (2) data display (3) data reduction and (4) conclusions.[1]The results showed that there were obstacles to the internationalization of the Magetan leather handicraft business, namely complicated international trade procedures for SMEs, No marketing channels abroad for SMEs, Limited SME resources. The solution that can be offered from this problem is not to let SMEs directly penetrate the global market independently given the limitations they have, but by providing a mediator that can bridge SMEs with foreign consumers with a Marketplace, Exporters, or Cooperatives.

scholarly journals INDONESIAN COCONUT COMPETITIVENESS IN INTERNATIONAL MARKETS

2019 ◽  
Vol 1 (3) ◽  
pp. 46-50
Author(s):  
Heriyanto Heriyanto
Keyword(s):  
Comparative Advantage ◽  
Supply And Demand ◽  
International Market ◽  
World Market ◽  
International Markets ◽  
Average Value ◽  
A Value ◽  
Constant Market Share Analysis ◽  
Constant Market Share ◽  
Derivative Products

Indonesia is one of the country's largest Coconut producer and exporter in the world market. The management efforts of Indonesia coconut not optimal, coconut export is still largely in the form of primary products, a type of derivative products coconut produced Indonesia is still limited. But in general, this research aims to analyze the Export Competitiveness of coconut Indonesia in international markets, specifically aims to analyze the position and competitiveness of Indonesia coconut commodities in the international market. Methods of data analysis using Trade Specialization Index (TSI), the analysis Revealed Comparative Advantage (RCA), and the Constant Market Share analysis (CMS). The results showed that during the period of 2005-2016, the development of supply and demand are relatively unstable and likely to rise. TSI values during the period of 2005-2016 have the value positive that shows that Indonesia is a country exporting coconut and belongs into the categories of very mature in the international market, indicated by the average value of the TSI of 1.00. The value of the RCA during the period of 2005-2016 have a value above 1 indicating that Indonesia Coconut has a comparative advantage for the commodity. While the analysis results in CMS during the period of 2005-2016 based on the four effects shows that the competitiveness of coconut Indonesia influenced by standard growth effects and efficient distribution where the coconut export growth in Indonesia is affected by the growth of coconut import world.  

scholarly journals Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera
Keyword(s):  
Statistical Analysis ◽  
Market Segmentation ◽  
Consumer Behaviour ◽  
Telephone Survey ◽  
Meat Consumption ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Turkey Meat ◽  
Segmentation Strategy ◽  
Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

Global and local rhetorics at a public-facing private company: Studiocanal and French cinema

2021 ◽  
Vol 46 (3) ◽  
pp. 309-327
Author(s):  
Christopher Meir
Keyword(s):  
International Market ◽  
International Markets ◽  
Film Production ◽  
Home Market ◽  
French Cinema ◽  
Private Company ◽  
Production And Distribution ◽  
Global And Local ◽  
Made In

This article utilizes Canal+’s film production and distribution subsidiary Studiocanal as a way to understand both companies’ impacts on French cinema since the formation of the subsidiary in the early 1990s. As such, the article is structured as a chronology and an analysis of the major films made in French and financed by Studiocanal in terms of their critical and popular reception. The article also examines the talent relationships underpinning this production and the trajectories of the various stars, writers, directors, and producers who worked on the films as well as the executives who oversaw them. Finally, the article analyzes the corporate rhetoric that was advanced by both Studiocanal and Canal+ over the years to position itself in the French and international markets. Synthesizing these branches of the analysis and noting certain cyclical patterns, the article argues that Studiocanal’s relationship to French cinema has been complex and changeable, at times limited in favor of pursuing the international market, at times devoting ample amounts of rhetoric and resources to pursuing success in its home market. Moreover, the article demonstrates that the company’s production activities have helped to mold a generation of French filmmakers and industry executives who have in turn gone on to influential careers. Looking forward, the article concludes by arguing that by virtue of its size and scale as a producer and distributor, Studiocanal will always be a significant player in French cinema.

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