Decision Point: Choosing the Best Global Segment to Target

There's more to expanding globally than just choosing the best perspective for entering new countries with the brand.

The director tells you, "I need you to consider what global segment we should target when looking for consumers who evaluate global brands in the same way. We think a segment that appreciates the success of an international brand and sees this success as a sign of a quality product would work. In addition, the segment we choose should be concerned with social responsibility."

Which global segment would you recommend targeting?

Select an option from the choices below and click Submit.

$$ Antiglobals

$$ Global dreamers

$$ Global citizens