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Bases for Global Segmentation

Bases for Global Segmentation. Market Size & Growth GDP Rate of projected growth in income Population size and growth Demographics Geography Cultural/Psychological characteristics Usage/Consumption patterns Benefits – needs people have for the product vs. comparable products (substitutes).

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Bases for Global Segmentation

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  1. Bases for Global Segmentation • Market Size & Growth • GDP • Rate of projected growth in income • Population size and growth • Demographics • Geography • Cultural/Psychological characteristics • Usage/Consumption patterns • Benefits – needs people have for the product vs. comparable products (substitutes)

  2. Computers Sales in the United Arab Emirates Computer sales in U.S. $ millions e – estimated; * projected Source: WWW.usatrade.gov Report CGG-UAE2002-CH—001F5639

  3. Estimated market potential for personal computers in UAE • $614.48/$0.002* = 307,240 units • Personal computers account for $76.46 million (15%) of $509.71 mil in 2001; 38,230 units • If home pc market grows at same rate as total market, 2002 demand should be $76.45 mil x 1.2056 = $92,168, or 46,085 units. (less than 1% of the total pop of 3.1 billion people living in UAE). • Assuming we can acquire 5% market share in 2002, that’s 2,305 machines • * Assumes avg price = $2000

  4. How to select target market(s): • Segment size & growth potential • Potential competition • Company/market fit Select one or more segment to target based on above criteria.

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