What Are The Requirements To Be Kept In Mind For Effective Segmentation In International Markets?

Requirement to be kept in mind for effective segmentation:-

1. Measurability:-

• Size of Market should be known
• Size of Market segment decides whether a co. should enter a market. Accessibility:- Accessibility of segment should be known.
• Sustainability:- Market segment should be able to give enough sales/ revenue over a long period of time.
• Action ability:- The market segment should be capable of taking action.

Before entering a foreign market, a firm must study the same factors and then develop an appropriate marketing plan and suitable strategy to achieve the goals of marketing plan.

Thus to be successful the 1^st step is to choose the right place, the initial venture where returns may be quicker and certain and risk is minimum. Most companies prefer a strategy concentrated on limited key markets (Market Segmentation) After having established itself in one market the firm can always expand to another market.