Sony Targets Laptop Consumers in China: Segment Global or Local?

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Abstract

The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on—or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?

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