Global segmentation, targeting, and positioning $($STP$)$ are more complicated than local STP$,$ in part because

Multiple Cholce

a firm might have difficulty understanding cultural nuances in other countries.

most governments have rules against targeting consumers.

there are fewer franchising opportunitles in global markets.

global consumer markets are amost totaly homogeneous, making segmentation dificult.

positioning almost always fals when attempted in a foreign country.