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Market segmentation as practiced by small exporting firms: case study of Polaris Optic AB
2003 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

More and more small firms are going international since their domestic market is not large enough and it has become much easier to take advantage of international opportunities. The purpose of this thesis is to gain a better understanding of the practice of market segmentation by SMEs in their international market as apposed to their domestic market. We conducted a case study and gathered data which we then compared with theories: from the analysis we draw the conclusions. To answer these questions we have presented theories in relevant areas and also conducted a case study of a small exporting firm, Polaris Optic AB. The main conclusions were that small firm often uses the 4P’s as a tool for segmentation or delegate the segmentation to their international business partner.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, segmetation, polaris, SME, international, market segmenation
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-57090ISRN: LTU-SHU-EX--03/155--SELocal ID: dcac8720-06e6-42a3-8046-0dc2a0f741eeOAI: diva2:1030477
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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