Embed Size (px)
DESCRIPTION
I designed this power point and presented it with a group of three people, including myself, in my Marketing in a Global Economy class. We had to do a segmentation analysis as far as ethnicity is concerned in the global market.
Citation preview
SEGMENTATION ANALYSISethnicity
SEGMENTATION ANALYSISethnicity
market segmentation:
* the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups.
SEGMENTATION ANALYSISethnicity
eth-nic-i-ty:
* traits * background * allegiance * association
Central Americans (Costa Rica, Brazil, Nicaragua, Panama, Guatemala,El Salvador, Honduras)
Top Occupations/Employment:
* Men- Construction, Extraction, Transportation (39.9%)- Service Industry (24.5%)- Manufacturing, Installation, Repair (15.7%)
* Women- Services (42.3%)- Administrative Support (12.9%)- Manufacturing & Repair (11.2%)
Central Americans (Costa Rica, Brazil, Nicaragua, Panama, Guatemala,El Salvador, Honduras)
Top Benefical Markets:
* Telecommunications * Imported Beer * Soda * Perfume * Video Games
Central Americans (Costa Rica, Brazil, Nicaragua, Panama, Guatemala, El Salvador, Honduras)
Immigration to America:
* California * Texas * Arizona * New Mexico * Florida
United Kingdom (Scotland, England, Ireland, Wales)
Most likely to immigrate to:
* Australia * Spain * USA * France * Germany
United Kingdom (Scotland, England, Ireland, Wales)
Top Companies:
* HSBC Holdings (Investor Relations) * Royal Dutch Shell (Energy) * BP (Energy) * Royal Bank of Scotland (Financial Services) * Barclays (Financial Services)
United Kingdom (Scotland, England, Ireland, Wales)
Top Occupations/Employment:
* Services (80%) * Industrial (18.2%) * Agriculture (1.4%)
Asian-Americans
Largest Segments:
* Chinese * Filipino * Asian Indian * Vietnamese * Korean * Japanese
Asian-Americans (Chinese)
Consumer Approach:
* Chinese tend to be price-conscious * Asian Indians conscious of high price and high value and loyal to strong brands * Vietnamese conscious of quality and value * Koreans prefer name brands to lower prices * Japanese value name brands over price
SUPER LINTENDO
- Born in Palo Alto, California- Graduated from Harvard- Parents emigrated from Taiwan
As of Feb. 15, 2012:
* Knicks television broadcasts have increased by 70% * Publicly traded stock of Madison Square Garden is at an annual high * Lin’s jersey is #1 selling jersey on NBA.com * NBA arenas are selling out for Knicks games * In a month’s time, Nike plans to roll out a set of promotional pieces featuring the 23-year old sensation
