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Twitter Advertising Analysis for Target Marketing [WLO: 1] [CLOs: 1, 2, 5]

Twitter

Prior to beginning this discussion, please review Chapter 7: Segmentation, Targeting, and Positioning. Global marketers must know whether a standardized or an adapted marketing mix is required to best serve consumer wants and needs. By performing market segmentation, marketers can generate the strategic insights needed to devise the most effective approaches. The process of global marketing segmentation begins with the choice of one or more variables to use as a basis for grouping customers. In your initial post, · Explain market segmentation variables and use a company as an example for that type of segmentation. · Explain what variables were used by your mentor company (chosen during your Week 2 Global Marketing Plan Part 1) for segmenting the market and discuss your rationale for each. · Analyze your mentor company’s targeting and positioning strategy in the region you chose. · To support your answer, go to your company’s Twitter (Links to an external site.)  account and find and post a copy or provide the link to at least two tweets in your initial post that reflect your company’s targeting and positioning strategies. Your initial discussion post should be 250 words and must reflect at least two theories or frameworks discussed in the text (do not forget in-text citations). Cite your textbook and any other sources used to support your ideas. You may refer to University of Arizona Global Campus Writing Center’s APA Style (Links to an external site.)  resource.

Good Evening Class,

Market segmentation is the process of pinpointing segments of either individual consumer groups or nations of prospective buyers with similar characteristics who are likely to evoke some reaction to a company's marketing mix (Dolnicar et al., 2018). An example of such segmentation is computers, where the market is categorized as home users, corporate users, and educational users. In the text, we learn that in 2014, Hewlett-Packard divided into two to focus more on the individuals in the segments. Hewlett Packard Enterprises narrowed down to providing servers and data storage services for the market's business-to-business segment. On the other hand, HP Inc., which had the familiar blue circle logo, serves the PCs and printers' consumer market segment. This is an example of segmentation basing on the benefits sought. Other demographic variables include demographic, psychographic, and behavioral characteristics—demographics based on population, income, and age. The behavioral characteristics variable looks at whether customers purchase a product and how many—lastly, the psychographics variable segments people in terms of their attitudes, values, and living styles. The mentoring company I chose was Samsung, and it based its targeting and positioning in Nigeria on the demographic variable. The Nigerian population has a high literacy level, technologically advanced, somewhat good economy and politics, and expensive living style, a higher percentage of youths, and a relatively lower unemployment rate. Such demographic characteristics are favorable for Samsung to select it as a target market. The company, Samsung, is amongst the leading electronic organizations in the whole world. Its roots are in South Korea. Products from the company include digital media devices, appliances, integrated systems, memory chips, and semiconductors (Bajaj, 2017). These products suit well in the characteristics of the Nigerian population. Below are tweets of Samsung targeting their segment market in Nigeria;

https://twitter.com/Samsung_Nigeria/status/858705004668047361?s=20 (Links to an external site.)

https://twitter.com/Samsung_Nigeria/status/709683431706202112?s=20 (Links to an external site.)  

References

Bajaj, A. (2017). A Study on Market Segmentation of Samsung Electronics Ltd. with Special References to Mobile Phones. International Journal of Advance Research, Ideas and Innovations in Technology, 3(5), 367-372.

Dolnicar, S., Grün, B., & Leisch, F. (2018). Market segmentation analysis: Understanding it, doing it, and making it useful (p. 324). Springer Nature.