Abstract:

In this paper the role of segmentation in the international marketing planning process, and some factors affecting the choice of foreign markets and international marketing programs, will be discussed from a strategic point of view. The purpose of the paper is to show that segmentation analysis is used on different decision levels in international marketing planning, and that we can distinguish between market growth strategies, market strategies, and marketing strategies when applying the concept of segmentation. It is to be hoped that this presentation will for its own part contribute to a better understanding of the role of international market segmentation in a systematic planning process.