Sony Targets Laptop Consumers in China: Segment Global or Local? Harvard Case Solution & Analysis

The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is state-specific and product-specific. The other is a global segmentation study, which covers all areas and all of Sony's many consumer electronics.

Which segmentation study should the supervisor rely on-or is there a way to rely on both? After deciding which study is greatest, which consumer should the manager objective, and with what place?

PUBLICATION DATE: September 02, 2011 PRODUCT #: KEL614-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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