The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on---or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?
To provide a basis for students (with the help of their lecturer or professor) to answer the following questions: What are the general purposes of a market segmentation study, and what are some of the associated challenges? Is it better for a segmentation study to provide information about the likelihood of category purchase or the likelihood of brand purchase? What are the plusses and minuses of a global versus local segmentation study, and what are the marketing implications of each?
