MULTINATIONAL CROSS.BORDER MARKET SEGMENTATION FOR INSTANT NOODLE IN MIDDLE EAST AND NORTH AFRICA (MENA) REGION
SURYO PURNOMO PRAYOGI HALIM, Dr. Iin Mayasari, SIP., MM., M.Si.
2014 | Tesis | S2 Manajemen-
Within the global market, the Middle East is a big market with similar characteristics. However, many companies decided to segment the region by-country thus fragments of smaller less attractive markets are formed. It is interesting to see how similar those markets actually are and can it be clustered into a single regional market instead. This paper found indicators to support an idea of segmenting the Middle East and to larger extent “arabized†North Africa into a single regional segment. Using two-stage segmentation method by Kotabe & Helsen (2002:226) verified by Steps in Segmentation Process by Best (2009:178), analysis is structured to conclude that regional segment is suitable to be deployed for Middle East and North Africa (MENA) market. The underlying reasons are of (1)similarity of the population, (2)identified distinctiveness as compared to adjacent east African countries, and (3)overall larger total regional attractiveness. Interviews with marketers with decades of experience in managing the MENA market were utilized to confirm as well as to provide insight of MENA market condition. The second stage segmentation using cross-border segmentation may then be performed to get the optimum benefit of the regional Middle East and North Africa (MENA) regional market in future research.
Kata Kunci : International Marketing, Segmentation, Cross border Segmentation, Market Based Organizational Structure
