Global Workshop country

Stephanny Daniels Cantillo

August 2018

National Learning Service SENA

Magdalena

International Negotiation Virtual Training

1. Define targeting criteria with their respective variables and thus fill in the table found below:

Base segmentation Variable characteristics

Region, rate of population Divide the market according to

growth, density, climatic geographical distribution; as
conditions. countries, states, regions,
geographic provinces, municipalities,
towns, etc ...

Age, gender, marital status, Divides the market into groups,

family size, income, education, taking into account age, size,
demographic ethnicity, occupation, religion, life cycle and position in the
nationality, generation. value chain.

social class, lifestyle, groups taking into account

personality and values. characteristics of their social
pictographic class, lifestyle and personality
are divided.

Frequency of use, brand It relates to the behavior of

loyalty, time of use, usage rate, consumers towards the
Conductual types of users, attitude toward product, based on knowledge,
the product, expected benefits. attitude, use, setting clear
aspects with respect thereto.

2. Describe what customer segments consumption or investment, can be found at Global Country.
Based Geography Demography Pictograph Conductual
Segmentation
 variables:

 Region and location: It is a country located in the far north of tropical continent.
 Population: 10,350,200 inhabitants.
 Density: Extension 510000 and 455000 km2 which are continental maritime area and
55000 area.
 Weather: pleasant, with temperatures in summer with an average of 30C and 10C in
winter
 Gender: 55% men and 45% women.
 Age: 12% are children under 5 years, 18% between 5 and 15 years, 20% between 15 and
20 years, 20% between 20 and 40 years, 15% between 40 and 60 years and 15% over 60 .
 Ethnic origin: 35% are white, 35% black, 15% foreign, 15% indigenous.
 Civil status: 70% committed - married and 30% single (over 18 years).
 Familiar size: families with less than 3 members 25 %%, from 3 to 6 members and 35% 6-
membered to 40%.
 Education: 100% of its literate population and 50% is advancing studies of primary and
secondary level 50% is professional and of these 45% have specialization, 35% and 20%
mastery doctorate.
 Religion: 50% Catholic, Christian 20%, 15% Protestant, 5% Jewish, 5 Muslim, Hindu 5%.
 IncomeAverage income per person is $ 1,500 per month and 50% of this is economically
active.
 Social class: 1% low class and the rest of the population now 40% in upper class and 59%
in middle class.
 Personality and values: its inhabitants are characterized by kindness, by love for their
country, they are sociable and workers to contribute to the development of this, conserve
environment.
 Lifestyles:people flock to the malls during the week to purchase food, clothing, shoes and
other necessities. Practice outdoor sports, weekend gather to share with their families in
the countryside, singles like to enjoy the nightlife and over 30 years old like to go out with
friends and share with your friends, going out to discuss on the country's political life and
economic performance.
 Frequency of use: frequently consume organic products.
 Brand loyalty: high
 Types of users: all the classes
 Expected benefits: quality, designs, guarantees compliance with promise of sale.

3. Create a matrix-product market for a product that can be sold consider Global Country
successfully.
Market segment shoes
 high heel Flips flops moccasins Boots Flip flops
shoes

Damas 15 - 60 3 3 3 3 3
years old

Knights 15-60 years 0 0 3 3 3

Children 0-14 years 0 0 0 3 3

Girls 0-14 0 3 0 3 3

It analyzes the most and least sold depending on the type of market where, Best Selling Less
serious = 0 = 0 would be sold.

4. What marketing actions can be implemented to reach each of the segments defined for
Global Country, whether consumer or customer investment.

Product: The product to be sold has main features as innovative and exclusive designs, variety of
colors, eco-friendly materials, excellent quality, reusable decorative packaging.

Price:Adjust affordable prices that allow customer satisfaction, based on competition and
ecological costs of material used in its manufacture, distribution thereof, labor, etc ...

Square: Warehouses, shopping centers that allow distribution to the end consumer.

Promotion: Used as a tool for spreading the various existing media (social networks,
television, magazines, pamphlets, etc.) in order to communicate and inform distributors or
customers that the product is now available.