Download INTERNATIONAL MARKETING STRATEGIES I - campus-ipac

INTERNATIONAL MARKETING STRATEGIES
I- Exam – 20’
2- Lesson- 2h00
3- Research – 45’
4- Study Project Definition 20 ‘
1
INTERNATIONAL MARKETING STRATEGIES
Learning objectives
• Nature and types of MKT for SME
• Different strategies and mindsets of SME
• Understand factors affecting strategic MGT
• Be able to evaluate the factors for success and failure
2
FRANCE’s exportations
•
63% of trade in Europe
• Increase its business with
China, Russia and India
•
79% of SME for 15 % of
the total exportation
3
INTERNATIONAL MARKETING STRATEGIES
4
INTERNATIONAL MARKETING STRATEGIES
5
INTERNATIONAL MARKETING STRATEGIES
6
INTERNATIONAL MARKETING STRATEGIES
7
INTERNATIONAL MARKETING STRATEGIES
8
INTERNATIONAL MARKETING STRATEGIES
Motivation – Reactive stimuli
• Adverse domestic market conditions
• Availibility of production capacity
• Favorable currency movements
• Increase # of country markets and reduce market-related risk
• Unsolicited orders from overseas customers
9
INTERNATIONAL MARKETING STRATEGIES
Motivation – Proactive stimuli
• Attractive profit and growth opportunity
• Ability to easily modify products for export markets
• Public policy programmes for export promotion
• Foreign country regulations
• Possession of of unique product
• Economies resulting from additional orders
10
INTERNATIONAL MARKETING STRATEGIES
Barriers to internationalization
• Shortage of working capital
•
Shortage of financial capital
• Inadequate knowledge of overseas markets
•
Lack of managerial time, skills and knowledge
11
INTERNATIONAL MARKETING STRATEGIES
Table 5.1 - Comments
12
INTERNATIONAL MARKETING STRATEGIES
Strategies for international business
Standardization
Adaptation
13
INTERNATIONAL MARKETING STRATEGIES
Standardization = A unique version of a product
14
INTERNATIONAL MARKETING STRATEGIES
Standardization
Why standardizing?
• Price
• Multinational consumers
• Industrial product
• One-shot export
• Limited resources
15
INTERNATIONAL MARKETING STRATEGIES
• Economy of scale
• Consumer habits
• Does not take into consideration
cultural differences, purchasing
power…
• Process planification and
control
16
INTERNATIONAL MARKETING STRATEGIES
INTERNATIONAL MARKETING STRATEGIES
Adaptation
Adaptation, to its extreme extend, is to create a unique
version of a product for a unique market/segment
INTERNATIONAL MARKETING STRATEGIES
Commercial adaptation
• Consumer habits
• Preferences and taste
• Purchasing power
• Education level
19
INTERNATIONAL MARKETING STRATEGIES
Technical Adaptation
• Custom regulations
• Local professional certifications
• National Standards = voltage
• Technical regulations
INTERNATIONAL MARKETING STRATEGIES
Why adapting
• Different usage
• Purchasing power difference
• Laws
• Lots of ressources
• Important competition
• Culture
DEVELOPPEMENT INTERNATIONAL
Boris CREY
• 22
INTERNATIONAL MARKETING STRATEGIES
DEVELOPPEMENT INTERNATIONAL
Boris CREY
23
INTERNATIONAL MARKETING STRATEGIES
DEVELOPPEMENT INTERNATIONAL
Boris CREY
24
INTERNATIONAL MARKETING STRATEGIES
DEVELOPPEMENT INTERNATIONAL
Boris CREY
25
INTERNATIONAL MARKETING STRATEGIES
Distribution
26
INTERNATIONAL MARKETING STRATEGIES
http://freebeer.org/blog/
DEVELOPPEMENT INTERNATIONAL
Boris CREY
27
III- Steps to master export
French Support Organizations
• La DRCE (Direction des Relations Economiques Extérieurs)
• La DGDDI (Direction Générale des Douanes et des Droits Indirects)
• UBIFrance
• La COFACE (Compagnie Francaise d’Assurance pour le Commerce Extérieur)
• Les CCI (Chambre du Commerce et de l’Industrie)
• Les CCIFE (CCI Francaise à l’Etranger)
• Les Organisations Professionnelles
• Les Conseillers du Commerce Extérieur de la France
• OSEO
DEVELOPPEMENT INTERNATIONAL
Boris CREY
28