International marketing:

1 deo
Globalization Imperative
International Business Environment: Economic, Financial,
Political, Legal, Cultural Factors
Marketing Research
2 deo
Global Segmentation and Positioning
Global Segmentation
Identify most attractive market segment and serve it effectively
PROPERTIES
Identifiable
Sizable
Accessible
Stable
Responsive
Actionable
CRITERIA
Socio economic
Demographic
Geographic
Lifestyle
Behavior based
Global Segmentation
Target
Frame of reference
Point of difference
Reason to believe

Global Segmentation: Examples

Developing Markets
Bigger basket trips in bigger stores
More value seekers
Increased retail presence (international chain large stores)
Increased per capita income
Emerging Markets
Price shopping, channel switching
More value seekers
More choice through retail diversity growth
Increased per capita income

Developed Markets
Small, frequent missions
Time pressures
Smaller households
Aging population
Increased small store retail presence
Global Positioning: What does positioning mean?
If you do not position your brand, consumers will do it for you.
Probably not how you have intended.
Brand positioning is the process of creating an image or identity of
the brand in the minds of target market.
Global Positioning: Uniform or Localized?
Global Positioning: Global, Foreign, Local Culture
Global consumer culture positioning (GCCP)
Brand as a symbol of a given global consumer culture
Local consumer culture positioning (LCCP)
Brand as an intrinsic part of the local culture.
Foreign consumer culture positioning (FCCP)
Brand mystique built around a specific foreign culture
Global Positioning: McDonalds: Examples
GCCP
Global, cosmopolitan fast food
FCCP
Authentic piece of Americana
LCCP
Salmon sandwiches in Norway, McTeriyaki burgers in Japan,
McShawarma and McKebab in Israel, Samurai Pork burgers in Thailand
International Marketing Strategy
Global Marketing Strategy: Supports Global Business Strategy
Market Entry Strategies
Global Market Entry
(1)Target product/market
(2)Corporate objectives for these target markets
(3)Mode of entry
(4)Time of entry
(5)Marketing mix plan
(6)Control system to monitor performance

Global Market Entry: Entry Criteria

External
Market size & growth
Risk
Government regulations
Competitive environment
Cultural distance
Local infrastructure
Internal
Company objectives
Need for control
Internal resources, assets and capabilities
Flexibility
Global Market Entry: Entry Options
Export
Licensing
Franchising
Contract manufacturing
Joint venture
Wholly owned subsidies
Strategic alliance
3 deo
International Marketing Mix Product, Price, Distribution,
Communication
International Marketing Mix: Global Product Strategies
Extension
Reapply home market product strategy abroad
Adaptation
Cater to needs of foreign markets
Invention
Design from scratch
International Marketing Mix: Why Global Product?
Common consumer needs
Global customers
Economies of scale
Time-to-market
Regional market segments
International Marketing Mix: Product Development Process
Identifying new product ideas
International Marketing Mix: Product Development Process

Identifying new product ideas

Screening
Concept testing
Test marketing
Timing of entry
International Marketing Mix: Branding Strategies
Global brand
Local branding
International Marketing Mix: Price
Cost oriented pricing
Demand oriented pricing
Competitive oriented pricing
Distribution strategy
Logistics
Channels options
International Marketing Mix: Promotion
International communication challenges:
Language
Culture
Regulation
Media
Consumer habits
International Marketing Mix: Standardization or Adaptation?
International Marketing Mix: Choosing an Agency
Use agency that works in local market
Select local agency
Local office of an international agency
Select a network with multi country presence
International Marketing Mix: Global IMC
Integrated Marketing Communications (IMC) are the creation of
reinforcing brand experiences over time that make an impact on people
International Marketing Mix: Connection Plan

Marketing Plan and Control

Global Strategic Marketing Plan
Situation analysis
Objectives
Strategy
Action plans
Metrics and control