Assignment 12

20 Marks

M. Tauqier

Q1. What is the best way for segmenting export markets? Explain.
Ans. There are different ways of segmenting a market, and we cannot say that any of those is the
best method. All of them have their own pros and cons, and the company can find the best one
for themselves according to their present scenario, considering their products, capability, vision,
and the selected market. However, one general method which is a must for considering is to
check the desirability. The company needs to check that what are the main characteristics of the
class that have the desirability of their product, and is it just desirability, or do those people are
also able to actually buy the products. So, to check the desirability there are four important
factors that needs to be considered in order to choose the right segment. These factors are as
following:
 Accessibility
 Profitability
 Actionability
 Measurability

Q2. Give examples of global market segments and companies that are marketing on that
basis. Can small and medium-sized enterprises market successfully to such segments?
Explain.
Ans. In Global market there are different market segments, and companies market their products
according to the own target market. An example of it can be, Apple, and Redmi. Apple is a
company which targets the people which are more brand conscious, and want luxury in their life.
However, Redmi targets and market their products for middle class people, who are more
interested in getting quality and features in less prices, instead of paying extra money for getting
a good design and branded item. Small and medium-sized companies can market successfully to
such segments in different markets according to the customers’ demand. Companies like
OnePlus started a few years ago at a small scale, and now they are becoming a competitor for
Apple, even being an android phone. Similarly, companies like Infinix are following the model
of Redmi, and they also started as a medium-sized company.