Mr. International

After having segmented its markets and decided on a general strategy following a double analysis of attractiveness-competitiveness the company must make its choices of targeting and concrete positioning. Different hedging strategies can be considered: targeting undifferentiated differentiated complete or partial concentrated or tailor-made. International targeting and positioning pose a problem of strategic importance in an interconnected global economy where the adaptation-standardization dilemma arises even more acutely. Today most international environments are global or at least transnational and require the definition of segments that cross geographical borders. The objective will be after having identified supranational or universal segments that can be approached with a standardized marketing strategy to develop a global intermediate or local policy according to the intensity of the international “standardization-adaptation” dilemma.