Segmentation Modeling for Global Emerging-market Cities

A Fortune 100 technology company wanted to strategically expand their services in developing-country cities. Vital Wave created an emerging-markets segmentation model based on city-level indicators that were relevant to the client’s business. The model employed bottom-up and town-down methodologies, utilizing reliable and available data sets from the public domain and private sources. The resulting model enabled the client to understand and characterize groups of common cities, allowing for the development of effective strategies for penetrating these city markets while achieving maximum coverage.

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