Download INTERNATIONAL MARKETING - SPECIFIC PRODUCTS-

INTERNATIONAL MARKETING
- SPECIFIC PRODUCTSISEG -2008/2009
SUP 4
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COURSE N°1
- Review of marketing basic rules
- Review of international marketing
strategies
- Review of basic strategy models
- Case study : chinese scooters
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MARKETING
It includes all the steps and processing from
the concept of the product until its final
use by the end user or consumer.
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The anatomy of marketing
Value-Strategy-Tactic
T
differenciation
marketing mix
selling
Tactic
strategy
s
Value
S
segmentation
positioning
targeting
V
brand
process
service
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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.
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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
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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
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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
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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?
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