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

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


To provide a basis for students (with the help of their lecturer or professor) to answer the following questions: What are the general purposes of a market segmentation study, and what are some of the associated challenges? Is it better for a segmentation study to provide information about the likelihood of category purchase or the likelihood of brand purchase? What are the plusses and minuses of a global versus local segmentation study, and what are the marketing implications of each?



Grayson, K. and Waikar, S. (2017), "Sony Targets Laptop Consumers in China: Segment Global or Local?", Kellogg School of Management Cases.

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