International Marketing

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From the excerpt s is clear that Mariano has identified the middle class as the major potential customer segment but has not undertaken a comprehensive market research. Mariano has identified the huge middle class population in Argentina in his market segmentation but he needs to further understand the dynamics of the industry. Mariano has a general overview where he envisages that the medium-sized and compact barbeques will prove a darling to the middle population and the deluxe model will be likable to those with disposable income. In this case Mariano needs to take a thorough market analysis where he needs to study the number of potential customers that will help him in ordering the barbeque units. The enquiries in the market research should also aim in understanding the lifestyle characteristics of the Argentineans and how the barbeques will be functional in Argentina.