Competing In The Single European Market Case Study

1. Competing in the single European market raises some interesting market segment questions. Discuss the segmentation issues regarding this multiple-country market.

Segmentation is a necessary, but difficult activity all marketing companies must complete. When operating in the multiple-country market there will be issues that arise, some examples of these issues are the various laws that govern each country, and cultural issues. Segmentation is already a difficult task, but when you consider how diverse each country can be then the ability of a company to develop exactly how to implement a segmentation can lead to problems. “Culture is the beliefs, customs, arts, etc., of a particular society, group, place, or time” (Culture). The cultural

A smart business will always be seeking different ways to improve the segmentation of their market to enable the maximization of the effectiveness. Emerging submarkets give a business the opportunity to readjust or introduce new markets that will cater to a group of customers that have not been considered. Therefore, the market must be readjusted to address the new customers within the market, which changes the elements use throughout the marketing mix. A product that was originally segmented and positioned to attract men will be to be readjusted to meet the needs of women. An example of an emerging submarket the disposable razor industry. Within the disposable razor industry there was always a market for men, but women began to use razors in their lives, and it required the market to be adjusted to target women as well. In order to adjust and reposition the marketing mix razor companies needed to offer razor in styles and color that would be appealing to both men and women. Therefore, these companies began to offer razors in colors like pink in addition to the custom blue, and black disposable razor, which served as an adjustment to the positioning in the market