Segmenting Emerging Markets: Challenges, Benefits, Methodologies

Speaker: Brooke Partridge, CEO, Vital Wave Consulting

Date: Tuesday, May 13, 2008
Time: 8:00 - 9:00 AM Pacific Time
Format: This interactive session will be held via teleconference with materials and dial-in details delivered to registered attendees prior to the event.
To register: RSVP with name, title, company, and phone number to events@vitalwaveconsulting.com. This a free event and open to the public but RSVP is requested.

Market segmentation is essential in identifying, sizing, and developing effective market penetration and expansion strategies. Today’s business managers are expected to explore a broader range of market opportunities for their products and services, often in unfamiliar markets in developing countries. In this session, participants will learn about:

• Emerging-market segmentation challenges and benefits
• Methods for modeling complex social, economic and political characteristics to organize developing-world countries into mutually exclusive and exhaustive clusters
• How to address weaknesses in data quality  
• Uncovering the unintuitive similarities across markets that go beyond standard regional and economic characteristics

With accurate, detailed segmentation models, business managers can successfully identify the best potential markets and develop targeted strategies for expansion, greatly reducing the risks in new business endeavors.