The ability to forecast market share remains a challenge for many managers especially in dynamic markets, such as the telecommunications sector. In order to accommodate the unique dynamic characteristics of the telecommunications market, we use a multi-component model, called MSHARE. Our method involves a two-phase process. The first phase consists of three components: a projection method, a ring down survey methodology and a purchase intentions survey. The predictions from these components are combined to forecast category sales for the wireless subscribers market. In the second phase, market shares for the various brands are generated using the forecast of the number of subscribers tat are obtained in Phase I and the share predictions from the ring down methodology. The proposed methodology produces the minimum Relative Absolute Error for each market as compared to the forecasts from each individual component in the first phase. The value of the proposed model is illustrated by its application to a real world scenario. The managerial implications of the proposed model are also discussed.

The primary purpose of this article is to shed more light on the more complex challenges of global market segmentation (GMS). To provide a complete understanding, we discuss some of the well-known issues in segmenting foreign markets and move on to state the various properties of global target markets. We conclude that companies can implement GMS most effectively by first gaining a full understanding of both local and global concerns.