MARKERTING (LOOSE-LEAF)
MARKERTING (LOOSE-LEAF)
14th Edition
ISBN: 9781264117109
Author: Kerin
Publisher: MCG
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Chapter 9.3, Problem 9.3LO
Summary Introduction

To discuss: About the 4 bases that are utilized to segment the organizational and consumer market.

Introduction:

The market segmentation is an action of segregating the business market or a broad customer, usually includes the potential and existing customers, into a sub-set of consumers (termed as segments) on the basis of few kinds of shared features.

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Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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