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The Global Customer and Buyer (Module 3) What is the customer value and value equation in your proposed market for your proposed product offering? Explain the Diffusion Theory and Adoption process for your product offering within the country. Global Market Segment, Global Targeting and Global Product Positioning (Module 4) Identify the market segmentation method that you will use within your target country; geographic, demographic, psychographic, etc. Identify the criteria for targeting specific customers and explain your target market strategy Define your product positioning within the country and why it will be most effective. Competitive Analysis and Strategy (Module 4) Industry analysis that influences competition in the country – conduct a 5 Forces Analysis Who are the competitors and what are their strengths and weaknesses What is your company/product competitive advantage and strength over these competitors Based on these strength(s), how will you use them as a strategic position in this market?

1. Customer value is the perceived worth of the product for a customer in comparison to the alternative products available. Customer value equation is value = benefits – cost.
The concept of customer value applies to all products and services. An example of the value is life saving drug for a patient in the times of breakout of an epidemic.
2. Diffusion theory defines the promptness with which an new idea or concept in the business propagates through the target market, being passed on from one customer to the other. Adoptation of the process by the market depends upon a number of factors like availability of alternative products, need in the marketplace with demand and supply balance, pricing etc.
3. Market segmentation strategy depends upon the nature of product and its target market. For example, an educational product may be targeted at young graduates looking for adding value to their profile and making them career ready in a better manner. The target market for such products may be university students or recent graduates in the age group of 24-30, having fair paying capacity, living in urban or semi urban areas.
4. The target customers may be contacted through focussed advertising and student contact at schools, universities, job portals, recruiters, job related events, placement agencies and through online forums and social media.
The product will be positioned against the similar value adding products offering career enhancement prospects at sn affordable price. The differentiating factors will be price, market demand of skills, potential career enhancement and earning opportunities, competitors’ products,their quality and pricing and market position of the company, customer perception of the product etc.
 
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