"clearly. Dual country marketing and multi country marketing is considered as InternationalMarketing. (International Marketing, n.d)Figure 1 An overview of International Marketing system in various countriesSource: (International Marketing, n.d)Characteristics of International Marketing are described as follows:1. The entire process of International Marketing is systematic that involves productionand distribution of products or services to other countries2. International Marketing mainly focuses on Customer satisfaction as it improves anorganisation’s business chances3. International trade have barriers related to trade and are of two types: tariff barrier andsecondly non – tariff barriers. Thus, marketing manager involved in internationaltrade must have good knowledge about trade tariffs in different countries4. International marketing is also affected by another barrier known as trading bloc5 5. As already discussed, international marketing involves high competition and this isdescribed as three – faced competition wherein an organisation face competition from(1) different suppliers of exporter’s nation (2) local organisations of country that isimporting and (3) lastly exporters of competitive countries6. Marketing manager involved in International marketing trade should be aware oftraditions and customs of the country they are dealing with (BMS, 2013)About ToshibaToshiba is a world pioneer and trend-setter in pioneering high innovation, andiversified producer and advertiser of highly advanced electronic and electrical goodstraversing data & communication frameworks; computerized consumer items; electronicgadgets and parts; power frameworks, including atomic energy; modern and socialfoundation frameworks; and home apparatuses. Toshiba was established in 1875, and todayworks a worldwide system of more than 740 organizations, with 204,000 representatives oremployees overall and yearly deals surpassing 6.3 trillion yen (US$68 billion). (Toshiba.eu,2015) Toshiba has its headquarters in New York. Consumer products manufactured byToshiba include laptops, desktops, ultra books, tablets (tab), computer accessories, DVDplayers, televisions, air conditioners etc and business products include enterprise computing,telecommunications, medical imaging, commerce solutions etc. (Toshiba America, 2015)Competitors of Toshiba are Acer, HP and Dell etcMarket Segmentation Strategy adopted by ToshibaMarketing strategies that involve segregating several segments of an organisation’sbusinesses such as consumers, domains, countries etc and developing strategies to target eachsegment and expand business opportunities is described as Market Segmentation Strategy.6 Main objective of Toshiba’s market segmentation strategy is to expand market share domainwise and create brand awareness among consumers. Following are different sections ofmarket segmentation strategies adopted by Toshiba Company:1. Bases: First type of segmentation described is based on demographic factors,geographic factors and behavior factors. Demographic factor include targetinghigh population, in potential areas such as education, business, IT Industries etc.According to surveys, targeting education industry (students) for selling laptops,ultra books, tablets etc would enhance business opportunities for Toshiba.Designing advertises to target these sectors would even more enhance businessopportunities for Toshiba. Next factor to be taken for consideration is thegeographic bases. Marketing strategy in Toshiba ensure that geographic locationof targeted market is best for business. Also, Toshiba make sure that customersget easy access to their services and maintenance. Under behavioural factor,Toshiba continuously target customers or clients who are highly potential to buytheir products irrespective of product price. (Osman, 2013)2. Descriptors: Products manufactured by Toshiba Company targets customers of allage and occupation. For instance, laptops are used by students, lecturers, businesspeople etc. Similarly, televisions are been used by customers of all ages andoccupation. Thus, Toshiba has got good opportunities to target customers of allages and occupations. 3. Analysis of Segments: There are several segments where Toshiba Companyoperates and they are: Infrastructure and Energy, Systems related to health careand related services, Community Solutions, Electronic devices and relatedcomponents and accessories, products and services related to lifestyle and others.7 Figure 2 is a pie chart that provides Sales (%) information in Toshiba in differentsegments. This analysis was carried out in the year 2014. From Figure 2, one cannotice that, Toshiba Company acquire maximum sales in four main sectors. Theyare: Infrastructure and Energy, Community Solutions, Electronic devices andrelated components and accessories and lastly products and services related tolifestyle. (Toshiba.eu, 2015)Figure 2 Percentage of Sales in Toshiba for various segments for the year 2014Source: (Toshiba.eu, 2015)Table 1 provides the details of sales of various segments in Toshiba from financial year 2011to 2014. Sales per For year 2011 in For year 2012 in For year 2013 in For year 2014 inSegment% % % %Infrastructure 21 24 26 26and Energy8 "