Elixir's Marketing Strategy

Since 2000, Elixir's marketing strategy has revolved around geographic segmentation. This strategy involves specializing in serving the needs of customers in one or more particular geographical areas. The alternative to geographic segmentation is customer segmentation which involves identifying the people most likely to buy the product or service and targeting them with advertising and marketing.

Part of Elixir Technology's entry strategy has been focused on developing relationships with local partners. In Japan, Elixir's decision to focus on a smaller local company called GrapeCity facilitated its successful entry into the Japanese market. Elixir learned from this experience about how important the cultural context in when forming business relationships in opening a new market. This experience has been translated into a strategy for evaluating foreign markets for geographic expansion.

As an Egyptian, working with Mr. Lau would hold a number of challenges. The individual would need to convince Mr

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Approximate Word count = 894
Approximate Pages = 4 (250 words per page)