Essays in International Market Segmentation

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Segmentation and Target Marketing Essay

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Mar 2nd, 2016
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Segmentation and Target Marketing

Andrew Swanson
December 21, 2015
Steven Kraus

Segmentation and Target Market Paper

“Marketing segmentation and targeting are particularly important for finding customers that are the best match for a business’s products and services” (Suttle, 2014, ¶ 2) This statement speaks directly to the ideal scenario every company hopes to find; one where it’s strengths as a product and service provider are best matched with the client and consumer base most in need of these outputs. When reviewing soft drinks giant Coca Cola, we find a company that specializes in diversity; dominating the world’s beverage market with a wide variety of product choices specifically

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Demographic Segmentation

Demographic segmentation divides the market by age, family size, family life cycle, gender, income, occupation, education, religion, generation, nationality, and social class (Kotler & Keller, 2012). As the largest beverage company in the world, Coca-Cola would not be so successful without effectively targeting all demographic areas. That said there are certain demographics that (especially recently) have proved to be more potent growth opportunities than others, and as expected, we can see Coca-Cola’s presence in these areas. Notable areas of interest can be found in African-American and Hispanic markets (both domestically here in the United States, and across the globe) which have been identified as a key consumer and growth market (Change Lab Solutions, n.d.). In addition to this more recent demographic focus, Coca-Cola’s diversified product line offers a wide variety of choices for potential consumers in all demographics, creating wide-reaching product appeal to people of all ages, locations, genders and income levels.
Looking more specifically at their demographic targets, in 2006, Coca-Cola, along with other large beverage distributors “entered into an agreement with the Alliance for a Healthier Generation to

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