I designed this power point and presented it with a group of three people, including myself, in my Marketing in a Global Economy class. We had to do a segmentation analysis as far as ethnicity is concerned in the global market.

1. SEGMENTATION ANALYSIS
ethnicity

2. SEGMENTATION ANALYSIS
ethnicity
market segmentation:
* the process of dividing a market into
meaningful, relatively similar, and identifiable
segments or groups.

3. SEGMENTATION ANALYSIS
ethnicity
eth-nic-i-ty:
* traits
* background
* allegiance
* association

4. Central Americans
(Costa Rica, Brazil, Nicaragua, Panama, Guatemala,
El Salvador, Honduras)
Top Occupations/Employment:
* Men
- Construction, Extraction, Transportation (39.9%)
- Service Industry (24.5%)
- Manufacturing, Installation, Repair (15.7%)
* Women
- Services (42.3%)
- Administrative Support (12.9%)
- Manufacturing & Repair (11.2%)

5. Central Americans
(Costa Rica, Brazil, Nicaragua, Panama, Guatemala,
El Salvador, Honduras)
Top Benefical Markets:
* Telecommunications
* Imported Beer
* Soda
* Perfume
* Video Games

6. Central Americans
(Costa Rica, Brazil, Nicaragua, Panama, Guatemala,
El Salvador, Honduras)
Immigration to America:
* California
* Texas
* Arizona
* New Mexico
* Florida

7. United Kingdom
(Scotland, England, Ireland, Wales)
Most likely to immigrate to:
* Australia
* Spain
* USA
* France
* Germany

8. United Kingdom
(Scotland, England, Ireland, Wales)
Top Companies:
* HSBC Holdings (Investor Relations)
* Royal Dutch Shell (Energy)
* BP (Energy)
* Royal Bank of Scotland (Financial Services)
* Barclays (Financial Services)

9. United Kingdom
(Scotland, England, Ireland, Wales)
Top Occupations/Employment:
* Services (80%)
* Industrial (18.2%)
* Agriculture (1.4%)

10. Asian-Americans
Largest Segments:
* Chinese
* Filipino
* Asian Indian
* Vietnamese
* Korean
* Japanese

11. Asian-Americans (Chinese)
Consumer Approach:
* Chinese tend to be price-conscious
* Asian Indians conscious of high price and high value
and loyal to strong brands
* Vietnamese conscious of quality and value
* Koreans prefer name brands to lower prices
* Japanese value name brands over price

12. SUPER LINTENDO
-Born in Palo Alto, California
-Graduated from Harvard
-Parents emigrated from Taiwan
As of Feb. 15, 2012:
* Knicks television broadcasts have increased by 70%
* Publicly traded stock of Madison Square Garden is at
an annual high
* Lin’s jersey is #1 selling jersey on NBA.com
* NBA arenas are selling out for Knicks games
* In a month’s time, Nike plans to roll out a set of
promotional pieces featuring the 23-year old
sensation