EVIDENCIA 1: TALLER ?GLOBAL COUNTRY?

Luis enrique hernandez rodriguez

NEGOCIACIÓN INTERNACIONAL

INSTRUCTOR: JONNY ALEJANDRO BARCO CANO

1. Defina los criterios de segmentación con sus respectivas variables y con ello
diligencie la tabla que se encuentra a continuación:

Segmentation base Variable features

Region, population growth rate, It is divided according to the

geographic
density, and climate geographical distribution as: countries,
states, regions and populations.
Age, gender, marital status, family The market is divided into groups,
demographic size, income, education, ethnic taking into account age, size, life cycle
origin, occupation, religion and and position in the value chain.
nationality.

Social class, lifestyle, personality The groups are divided taking into
Pictographic account characteristics of their social
and values.
class, lifestyle and personality.
the behavior of consumers towards the
Frequency of use, brand loyalty,
product, Based on knowledge, attitude,
Behavioral occasion of use, rate of use, types
use, establishing clear aspects
of users, attitude towards the
regarding it.
product, expected benefits.
2. Describa qué segmentos de clientes de consumo o de inversión, se pueden
encontrar en Global Country.
Global country
segmentation base Geographic
Region - Location: It is a country
located in the extreme north of the
Tropical Continent.
Population: 10,350,200 inhabitants.
Density: Extension of 510,000 km2
and of which 455,000 are in the
continental area and 55,000 in the
maritime area.
Weather: pleasant, with
temperatures that oscillate in
summer with an average of 30C
and in winter of 10C
variable
Elabore una matriz mercado-producto para un producto que considere se
pueda vender en Global Country exitosamente
Demographic
Gender: 55% by men and 45% by
women.
Age: 12% are under 5 years old, 18%
between 5 and 15 years old, 20%
between 15 and 20 years old, 20%
between 20 and 40 years old, 15%
between 40 and 60 years old, and 15%
over 60 years old.
Ethnic origin: 35% are white, 35%
black, 15% foreign, indigenous
Civil status: 70% committed - married
and 30% single (over 18 years old).
Familiar size:
families with less than 3 members 25
%, between 3 and 6 members 35% and
more than 6 members 40%.
Education: 100% of their population is
literate and 50% are studying at the
primary and secondary level, 50% are
professional and of these 45% have a
specialization, 35% have masters and
20% doctorates.
Religion: 50% are Catholic, 20%
Christian, 15% Protestant, 5% Jewish,
5% Muslim, 5% Hindu.
Income: average income per person is
US $ 2,500 per month and 50% of this
is economically active
Pictographic Behavioral
Social class: Lower class 1% and Frequency of use:
the rest of the population is divided frequently consume organic
into 40% in the upper class and 59% products
in the middle class. Loyalty to a brand: high
Personality and Values: Its User types: all the classes
inhabitants are characterized by their Expected benefits:
kindness, by the love for their quality, designs, warranties,
country, they are sociable and hard- sales promise compliance
working to contribute to its
development, they conserve the
environment.
Lifestyles: People go to shopping
malls during the week to buy food
products, clothes, footwear and
other essential necessities. They
play sports in the open air, meet on
weekends to share with their
families in the country, singles like to
enjoy the nightlife and those over 20
years old. likes to go out as a couple
and share with their friends, going
out to restaurants to discuss the
political life of the country and the
behavior of the economy
3
4 Qué acciones de mercadeo se pueden implementar para llegar a cada
uno de los segmentos que definió para Global Country, sea cliente de
consumo o de inversión.
Se implementan mediante el desarrollo de un plan de acción de mercadeo
en el cual se haga la inclusión de cada una de las variables de la mezcla de
mercadeo sobre las cuales una empresa tiene mayor control como se
daría en:

Producto: Los productos que se definieron tiene las características

principales de satisfacer la necesidad del consumidor (niños, adultos,
adultos mayores) a un amplio de personas, ya que es un sector de alto
consumo.

Precio: Ajustar precios cómodos que permitan la satisfacción del

consumidor, basado en la competencia y costos. las bebidas alcohólicas
son las que varía su precio con precios más elevado y sujeta a la clase de
licor adquirida por el comprador y al consumidor

Mercado: Discotecas, bares, supermercados, depósitos, restaurantes,

sería algunos de los mercados accesible al consumidor

Estrategias de venta: Descuento por mayor, manejo de publicidad, entre

otras