The document discusses developing a global vision through market research. It provides examples of vision and mission statements from Singapore Airlines and GoS, a luxury bespoke jewellery brand. It then discusses a story about the founder of GoS, Kai Joo Jason Ho, and how he established the brand in China and refused to make a custom piece for a customer who wanted to gift it to his mistress. The document outlines the roles of marketing research and opportunity analysis, including identifying opportunities, assessing profitability and market size. It also discusses international marketing segmentation methods like scanning markets, hierarchical country-consumer segmentation, and issues with using secondary data. Finally, it considers options for organizing primary marketing research in international markets, such as using in

1. Session 12
Developing a Global Vision
through Market Research
UB-MGM 483
International Marketing
Tutor: Kai Joo Jason HO

2. Vision & Mission Statement(s)
A Vision Statement describes the desired future position of the company.
A Mission Statement defines the company's business, its objectives and its approach.
Commonly used to:
Internally
▪ Guide management's thinking on strategic issues
▪ Help define performance standards
▪ Inspire employees to work more productively by providing focus and common goals
▪ Guide employee decision making
▪ Help establish a framework for ethical behavior
Externally
▪ Enlist external support
▪ Create closer linkages and better communication
▪ Serve as a public relations tool
Source: http://www.bain.com/publications/articles/management-tools-mission-and-vision-statements.aspx

3. SIA’s Vision & Mission
Singapore Airlines has a responsibility not only to be an excellent company,
but also to be an excellent citizen of the world by enhancing the lives of the
people we touch.
Source: https://www.sias.org.sg/index9.php?handler=ir&action=ir_content&ir_content_title_id=36
GoS’s Vision & Mission
To be the ‘Cambridge’ of Luxury Bespoke Jewellery, by retaining precious
memories of our clientele with customised designs from scratch,
to co-produce meaningful jewellery, as a modern heirloom.
Source: http://gostorytellers.com/GoS.html

4. The story goes………..
The Guild of Storytellers
忆 函 轩
憶
Traditional Version
(with TWO Hearts)
忆
Simplified version
Meaning(s):
忆 Memories
函 Envelope
轩 Carriage
Family Ties & Relationships

5. Source: China National Radio CNR
http://jx.cnr.cn/2011jxfw/mdsj/2015
1217/t20151217_520831964.shtml
dated 17 Dec 2015
海外华侨进驻江西 打造独一无二传家宝钻
央广网·中央人民广播电台
江西分网 2015年12月17日
新加坡著名的私人珠宝定制商，最近在11月通过由中国厦门国际游艇展组委会在五缘湾主办的游艇展首次亮相。该品牌
提供独一无二定制的传家宝钻，以个性化定制的珠宝承载客人的回忆与珍贵的故事。”忆函轩由英国剑桥大学研究生何
开裕于2014年看到商机而创办。
据介绍，过去八年何开裕的一部分时间也在英国和新加坡大学里助教，专授创业和营销管理学。最近何开裕也和他的学
生们分享这个故事，并要求学生们投票。该不该出售给这个人？结果这讲厅的学生们分成了两组，大多数认为这是一个
生意，在商言商，有人出得起钱，你顾收钱就行。而只有小数认同他的决定。何开裕当场告诉了这小数的人说 “你们在
任何时候，对钻石珠宝行业感兴趣，我非常乐意给你一个机会，雇用你们是因为你们和我一样都是傻傻的。”但这傻傻
的价值观受到各界太太妇女们的青睐，实在是因祸得福。
记得有一回，一个客户想买非常罕见的 D, FL, XXX组合钻石1.0克拉，估计36万人民币，即使在高街零售，这组合不是那
么容易找到。当时何开裕询问顾客他的故事是什么，想如何做他的定制珠宝？ 顾客异乎寻常的回避： “没有故事，给我
钻石戒指和证书就行。” 何开裕却再三得问”您付得的钱是包括特别定制的费用，为什么不想做一个特殊的戒指，您可
以慢慢说，我帮助您构建成一个美丽的故事，作为一个甜蜜的回忆， 现代的传家宝。”不料顾客强烈的回复：” 我买给
我的小情妇，你还想要我们的故事吗？” 何先生当场愕一下，然后自然的答覆，“小三确实没故事可言，不如如果有一
天，您想要做给您的妻子，我们才为您服务。” 那顾客气爆了， 破口大骂， 警告何开裕小心一点，现在想起仍有点吓人
。
”谈到为什么今年选择来江西？ 何开裕轻轻的回复十个字，“江西出贵人，蓝海在眼前” 。含义是因为在江西有值得信
赖的朋友愿意帮助，而且从商业角度来看蓝海策略是得当的计划，越来越多的中国人开始欣赏及追求高品质的生活。何
先生表示“顺其自然乃是天道，望在江西也有做为。谢谢！”

6. ch4/6
The role of marketing research
and opportunity analysis
• Define the problem
• Develop an approach
• Design the research
• Undertake fieldwork
• Analyze the data
• Report and present findings

7. ch4/7
• Scanning international markets to identify and
analyze opportunities
• Building marketing information systems to monitor
environmental trends
• Carrying out primary marketing research for input
into the development of marketing strategies
The role of marketing research
and opportunity analysis

8. ch4/8
Opportunity identification and analysis
• Identification of opportunities
• Accessibility
• Profitability
• Market size

9. ch4/9
Opportunity identification and analysis (cont.)

10. ch4/10
International marketing segmentation
• Scanning: identify and analyze opportunities and
evaluate which markets to prioritize for further R & D
• Develop framework:
• Market segmentation – partition market into submarkets or segments
• Pareto Law – 20% of countries generate 80% of results therefore, these
countries must receive greater managerial attention and resource
allocation

11. Researching which geographic segments are competitive
ch4/11
• Some countries are more competitive and pose less risk than others

12. ch4/12
International marketing segmentation (cont.)
Transnational segmentation
• Demographic:
• sex, age, income level, social class and educational achievement
• Psychographic:
• lifestyle factors – activities, interests and opinions
• Behavioural:
• patterns of consumption, loyalty to product category and brand
• needs benefits occasion usage

13. ch4/13
International marketing Segmentation (cont.)
Hierarchical country – consumer segmentation
1. Identify countries
• with infrastructure and accessibility
2. Select countries that meet qualifying criteria
3. Develop mini-segments
• e.g. information search behaviour / product characteristics required
4. Look for similarities across segments
• identify characteristics of demand for each segment. Rate in terms of
potential response
5. Use Cluster Analysis to identify meaningful cross-national
segments

14. ch4/14
The
market
profile
analysis
Remember
these 12
points

15. ch4/15
The market profile analysis (cont.)
Problems in using secondary data
• Availability
• Accessibility
• Accuracy
• Scarcity
• Timeliness of collection
• Way data is reported / interpreted

16. ch4/16
Organizing the research study
• Should the research be carried out by foreign local
subsidiaries or should all marketing research be centralized
at headquarters?
• Should the fieldwork be carried out in house or by an
agency?
Primary research in international
markets (cont.)

17. ch4/17
Primary research in international
markets (cont.)
In-house or agency
• Local agency in the market under investigation
• Domestic agency with offices overseas
• Domestic agency with overseas associate companies
• Domestic agency which subcontracts fieldwork to an agency
in the market under investigation
• Domestic agency with competent foreign staff
• Global agency with offices around the world

18. Conventional Methods
Selling PC in
A PC SHOW
Selling MBA in
A MBA Fair
Selling Jewellery in
A Jewellery Fair