Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download INTERNATIONAL MARKETING - SPECIFIC PRODUCTS-
Document related concepts
First-mover advantage wikipedia , lookup
Brand equity wikipedia , lookup
Market penetration wikipedia , lookup
Social media marketing wikipedia , lookup
Market segmentation wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Affiliate marketing wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing research wikipedia , lookup
Target audience wikipedia , lookup
Ambush marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Multi-level marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Target market wikipedia , lookup
Marketing plan wikipedia , lookup
Advertising campaign wikipedia , lookup
Sensory branding wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Street marketing wikipedia , lookup
Transcript
INTERNATIONAL MARKETING - SPECIFIC PRODUCTSISEG -2008/2009 SUP 4 copyright Blitz Marketing COURSE N°1 - Review of marketing basic rules - Review of international marketing strategies - Review of basic strategy models - Case study : chinese scooters copyright Blitz Marketing MARKETING It includes all the steps and processing from the concept of the product until its final use by the end user or consumer. copyright Blitz Marketing The anatomy of marketing Value-Strategy-Tactic T differenciation marketing mix selling Tactic strategy s Value S segmentation positioning targeting V brand process service copyright Blitz Marketing International Marketing Strategies The international strategic model affects the marketing strategic model (4P) - Ethnocentric approach (similar to home marketing approach) - Multinational approach ( 4P country adaptation to local competition and consumers/users) - Global approach: mix of ethnocentric and multinational , strong economies of scale, strong product and brand image, platform products. copyright Blitz Marketing Analyse of various strategic focus(B.C.G.) FRAGMENTATION SPECIALISATION -Little economies of scale -Limited entry barriers - ROI -Accurate marketing strategy Dead-end VOLUME -large economies of scale -no différenciation -no innovating technologies copyright Blitz Marketing Evaluation of business activities per market growth/market share(matrice B.C.G) 20% growing rate STARS Dilemma defending&protect New segmentation? Competitive position Repositioning? Give up ? 10% MAJORS Optimisation ROI Dead weights Suppress 0% 1 10 corresponding market share copyright Blitz Marketing 0 Tactict implementations of strategic models Changing product implementations Marketing MARKETS incrementals product development,external global and international marketing,sub-contracting Supply chain,costs Expansion strategy (extend the existing markets) Customers diversification Sub-contracting Co-contracting Partnership-external growth Internal values chain Strategy of diversification (new marketing propositions) Dead end Present market/product propositions Strategy of differenciation New products, new corebusiness copyright Blitz Marketing R&D Prospective -innovating Technologies -Partnerships &networks Bus. intel. -Flagship organizatio, PRODUCTS Case Study • Chinese scooters Describe the corporate strategy of the 2 chinese producers. Explain and justify why their lack of marketing strategies is leading to a dead end.What would be your proposals? copyright Blitz Marketing
