The 3 key considerations when segmenting an international market would involve the market segmentation, targeting and positioning

Geographic refers to dividing the market into different geographical units namely, nations, states, region, cities or neighborhoods. HASH demonstrated their local knowledge with the marketing campaign where the wanted to prove to the New Yorkers that this London-based bank was one with local knowledge. They set up a contest for the scabies and promised the winner a year’s Job of driving for the company. Next would be the demographic segmentation. In this segmentation, consumers are divided by age and life cycle, life stage, gender, income, generation and social class.

In Malaysia, HASH targeted the student segment with their “ smart card” and no-frills credit cards. HASH also set up “ Premium Centers” for their high-value customers. In the cryptographic segmentation, it is believed that customers are inspired by ideals, achievement or self-expression. The groups with high resources are made up of the innovators, thinkers, achievers and the experiences. On the other hand, the groups with lower resources are the believers, strives, makers and the survivors.