There were no company has
their own resource to operate the business in over the world. Procter and Gamble
has often found it very difficult to operate in plenty of countries beyond
where they currently operate. There are various cultural, political, and
economic differences between countries even though those that are close
together. All of these factors are very difficult to overcome by segmenting products
market depending on their buying needs just as they do locally. The company can
use one or a number of combined variables to segment market. Procter and Gamble
currently mostly uses geographic segmentation which uses the assumption that
countries which are close together that will have the same traits and
behaviour. Unfortunately, there are some differences market segmentation especially
in Europe and Asia. Apart from that, Canada and the United States have a lot in
common, but Mexico differs significantly from both countries in their
economically and culturally. It is also common to find United States marketers
assuming that all central and South American countries are the same (Kotler and
Armstrong, 2010).

A
common approach that is gaining popularity should work for P&G in its
international marketing strategy is using an intermarket segment. This will not
put into consideration the political, cultural, or economic differences of the
countries. The segments are formed based on their buying behaviour and needs
irrespective of their countries. A company that approaches this very well is
Mercedes-Benz. The company targets the well-off across the world and use the
same pricing strategy as well. This has been proven, and it was recently
surprisingly revealed that teenagers across the world live parallel lives.
Teenagers across the world have a lot in common and they follow similar
shopping, sleeping, and study habits. Also, they are exposed to similar issues:
crime, ecology, love, and working parents. P&G can take up this marketing
strategy and use it to divide the countries where they have not expanded into
(Kotler and Armstrong, 2010).

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