* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download International Marketing - Xavier Institute of Management
Perfect competition wikipedia , lookup
Darknet market wikipedia , lookup
First-mover advantage wikipedia , lookup
Social media marketing wikipedia , lookup
Market segmentation wikipedia , lookup
Market penetration wikipedia , lookup
Dumping (pricing policy) wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Product planning wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Sports marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Multi-level marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Target market wikipedia , lookup
Direct marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Green marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
International Marketing M. Weverbergh University of Antwerp International Marketing 1 Visiting Goa Institute of Management September 2000 International Marketing 2 Course Concept • An introduction to International and Global Marketing Concepts • Term paper • Case discussions International Marketing 3 Sources • Textbooks – Jeannet / Henessey: Global Marketing Strategies – Catheora: International Marketing – Allbaum, Strandskov, Duerr: International Marketing and Export Marketing – Thorelli, Cavusgil: International Marketing Strategy – Vern and Terpstra • Internet resources: Basic Guide to Exporting International Marketing 4 Scoring • Term paper • Case work • Final 30 30 – Multiple choice – essay questions – case • Total Score 20 20 30 130 International Marketing 5 List of Readings/... • • • • • • Introduction to global marketing The gains from trade Competition in global industries The international environment Evaluating international markets Standardization of marketing strategy International Marketing 6 List of readings.../... • • • • • • • • A market oriented clustering of countries Entering China: HBR Making the most of foreign factories: HBR Global Sourcing strategy First Mover Advantage Game Theory: JMR European Anti-dumping WP Basic Guide to exporting: Internet International Marketing 7 …/List of readings • How Japan won a contract (Thorelli) • How multinationals can counter gray market imports (Thorelli) International Marketing 8 Course Outline (Jeannet/Hennessey) • • • • • Introduction The global environment Global Opportunities Global Marketing Strategies Global Marketing Programs – Product and Services – Product Development International Marketing 9 Course Outline • (Global marketing Programs) – – – – channels pricing promotion advertising • Managing the global effort – organizing – planning and controlling International Marketing 10 Case Planning • • • • • • • • • [email protected] Euro-Disney Bajaj Auto Zantac Fancy Jeans Astra Sports A Astra Sports B Lexus and USTR Weissberg gmbh International Marketing 11 Organization • Teams – case assignments (written reports) – case presentations – term paper: subjects ? • List of teams ALREADY DONE International Marketing 12 Suggested topics • • • • • • • • • • • Assessing Export Readiness Country of Origin Effects Country Clustering The WTO-debate Risk analysis Corruption Intellectual property Born globals Sourcing and globalization The impact E-business your proposals...but check first International Marketing 13 First case • Read the two-page ‘the case method’-note (Dalrymple & Parsons) • Euro Disney: all teams prepare a report • Next case: Bajaj Auto International Marketing 14 A step aside International Marketing 15 Introduction • • • • • • • Domestic Marketing Export Marketing International Marketing Multinational Marketing Pan-Regional Marketing Global Marketing Scope International-Global International Marketing 16 International & Global International Marketing 17 International Business International Marketing 18 Internationalization is • A step by step process of international business development whereby a firm becomes increasingly committed to and involved in international business operations through specific products in selected markets International Marketing 19 Specific factors 1. World trade has been growing faster than the world GDP. 2. Total global Foreign Direct Investment (FDI) has been growing faster than trade over the past 20 years. 3. The dependence between rivals in different parts of the world is increasing 4. The globalization of industries and businesses is increasing International Marketing 20 Global factors 5. The nature of global competition is changing due to increased international networking, cooperation and alliances 6. Capital markets have been deregulated 7. Area integration is increasing, that is, liberalization of capital, human, product and service movements. 8. Eastern European (and Asian) nations are moving towards market economy systems. International Marketing 21 Global factors 9. The development of instantaneous international communication. 10. The end of the cold war. 11. A greater emphasis on economic affairs than on political and/or military affairs. 12. A surge in cross-border travelling. 13. International transportation is increasing in speed and scope. 14. The internationalization of cultural relations, labor unions etc. 15. Increased international awareness of people, due to education, research, travelling, media and foreign contacts. International Marketing 22 Factors explaining Firm factors Home country market factors Host country market factors Smallness Largeness Openness Domestic Path Internatio nal Pull Openness Location Global factors International Marketing 23 International Marketing 24 Distinctions • International • Global • • • • • • • • • Companies compete in both domestic and global industries Products are in different stages of the life cycle in each nation Product adaptation is necessary in markets characterized by national differences Segments reflect differences Customized products for each segment Many customized markets Acceptance of regional/national differences • • • • Globalisation of all industry Global product life cycle. All consumers want the most advanced products Products are adapted to global wants and needs. Restrained concern for product suitability Segments reflect between group similarities. Group similar segments together. Fewer standardized markets Expansion of segments into worldwide proportions International Marketing 25 distinctions • Domestic/national competitive relationships • standardization limited by requirements to adapt products to national tastes • Preferences reflect national differences • Products differentiate on the basis of design, features, functions, style, image etc • consumers willing to pay more for a customized product • • • • • Ability to compete in national market is affected by a firm’s global position Globally standardized production. Adaptations are handled through modular designs Global convergence of consumer wants and needs Emphasis on value enhancing distinctions Consumers prefer globally standardized good if it carries a lower price International Marketing 26 How international are you? • Foreign sales as a percentage of total sales • foreign assets as a percentage of total assets • oversees subsidiaries as a percentage of total subsidiaries • psychic dispersion of international operations • top managers’ international experience International Marketing 27 How international? Checklist A.How international is the company 1. What are our export sales by product? a) in total volume/revenue by product b) as a proportion of total sales by product c) as a trend 2. To how many export markets do we sell? a) the number of countries b) the number of product markets 3. How concentrated are our export efforts? a) by market b) by product International Marketing 28 Checklist 4. What is the real level and cost of our export sales? a) Personnel: how many man-equivalents are devoted to export business? b) Promotion: how much do we spend to create export sales? c) Contribution to profit: what is the relative contribution to profit and overheads from export sales (i.e.sales revenue - direct costs = contribution)? 5. What is the source of export business? In other words, what proportion of export business is a) unsolicited orders b)distributor’s orders (i) from their efforts (ii) from our efforts c) our own sales efforts? International Marketing 29 checklist 6. How can we summarize our real attitude to exporting? Where does the firm fall on the following scale? PASSIVE/REACTIVE 1. Export is just a supplement to home sales, e.g. it is mainly unsolicited orders 2. Export is major but not as important as home sales 3. Export is equal in importance to home sales 4. Export is more important than the home market 5. Export is the main source of business ACTIVE International Marketing 30 checklist B. How international can the company be? 7. What markets are open to us for development? a) country-market sizes and market shares b) product-market sizes and market shares 8. What barriers exits to prevent exploiting identified market opportunities e.g. capacity, competitors, trade agreements, non-tariff barriers? 9. What would be necessary for us to overcome these barriers e.g. investment, new products, new expertise? C. How international does the company want to be? 10. What level of exports do we want? 11. What markets do we plan to attack? 12. Can we cope with the consequences of increased export efforts, e.g. production capacity, after-sales service, slower cash, new expertise? International Marketing 31 checklist 13. How will the real attitude to exporting have to change? (See previous scale) 14. Gap analysis: what actions and resources would we need to bridge the gap between A. where we are now, and B. where we want to be? International Marketing 32