International Marketing Strategy

International Marketing Strategy - Marketing Strategy in a...

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Unformatted text preview: Marketing Strategy in a Multinational Environment By Edward Mabaya Lecture outline • Why consider international markets • International trade • Analyzing the global environment (PEST) • Marketing strategy for international markets – Product considerations – Pricing considerations – Place considerations – Promotion considerations • Alternatives to MNCs hy consider international markets • Increase sales revenue • Meet the needs of clients working abroad • Alleviate excess capacity in domestic market • Increase profits • Address market diversification strategy Ansoff Grid application: Why companies explore international markets Roadblocks to international arkets • Protectionism is a government policy which seeks to provide home companies an advantage over foreign companies by implementing trade barriers – Import quotas – Embargoes – Tariffs – Red tape Why the fuss on WTO? he Global Marketing Environment The critical factors to consider: • Economic Environment • Political and Legal Environment • Cultural Environment • Technology P E S T Economic Environment...
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This note was uploaded on 05/11/2008 for the course AEM 4420 taught by Professor Christy,r. during the Fall '06 term at Cornell.

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International Marketing Strategy - Marketing Strategy in a...

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