Strategin Planning-(tech.etc)

Strategin - International Marketing Professor Charles Skuba November 8-10 2010 The Marketing Managers Tasks in International Marketing 1 Extending

Info iconThis preview shows pages 1–15. Sign up to view the full content.

View Full Document Right Arrow Icon
International Marketing November 8-10, 2010 Professor Charles Skuba
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Marketing Manager’s Tasks in International Marketing 1. Extending core company strategy/positioning 2. Determining Specific Target Markets Country Segment(s) 3. Marketing Mix Management to best satisfy the needs of individual target markets Strategy, Strategy, Strategy
Background image of page 2
Target Market Selection 1) Preliminary Screening 2) Estimating Market Potentials 3) Estimating Sales Potential 4) Identifying Segments Source: International Business, Czinkota, Ronkainen, Moffett
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
1) Preliminary Screening Examine secondary research data for country specific factors – often macroeconomic Examples? Consider product- and industry-specific factors Examples?
Background image of page 4
2) Estimating Market Potential Factors Estimating size of national market Forecasting potential of national market Formulae/techniques options Income elasticity of demand is the relationship between demand and economic progress Economic factors weighting Market audit of available data/analogy methods Longitudinal analysis (study of change over time in another country) Gap analysis
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
3) Estimating Sales Potential The marketer needs to collect/analyze data: 1. Product comparisons 2. Market structure 3. Consumer demand 4. Competition 5. Channel structure
Background image of page 6
Country Market Choice Priority Country Markets Large source of revenue and profits Home market of global customers Home market of global competitors Significant market of global competitors Major source of industry innovation Home market of most demanding customers Level of political and economic risk
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Framework for Choice of Markets Low High Low High Phased-in Entry Rapid Entry & Expansion Ignore for Now Opportunistic Entry Ability to Exploit Market Strategic Importance & Market Potential
Background image of page 8
Examples : Country selection factors/criteria (PESTLE) Political, Economic, Social, Technological, Legal, Environmental • Size of market (population) Size of market (GDP) Economic growth • Wealth (per capita GDP) • Disposable income • Concentrated wealth Sophistication of distribution systems Infrastructure development • Regulatory environment • Trade/taxation policies • Investment/ownership conditions Political/economic/transfer risk • Intellectual property rights issues • Availability of strategic partners Communications media/channels Size/strength of target segments • Market demand for similar/ competitive products • Strength of competition Customer sophistication Rate of technological obsolescence • Product life cycle considerations • Cultural receptivity • Consumer attitudes Privacy issues • Seasonality/climate/environment 9
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Example Criteria for Market Entry Selection Early Stage Technology Company 10 http://www.youtube.com/decisionlens
Background image of page 10
Pair-wise Comparisons Used to Derive Strategic Selection Priorities 11
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Priorities 12
Background image of page 12
Market-by-Market Ratings Against Criteria 13
Background image of page 13

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Markets Are Evaluated Against Criteria to Develop “Value Score” for Market Entry 14
Background image of page 14
Image of page 15
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/01/2010 for the course MARK 261 taught by Professor Skuba during the Fall '10 term at Georgetown.

Page1 / 58

Strategin - International Marketing Professor Charles Skuba November 8-10 2010 The Marketing Managers Tasks in International Marketing 1 Extending

This preview shows document pages 1 - 15. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online