Introduction to international

marketing plans
di Giovanna Pegan

Marketing internazionale A.A. 2015/2016

 MARKETING PLAN – PRODUCT / MARKET / YEARS

EXTERNAL ANALYSIS MARKETING STRATEGY MARKETING MIX

Demand Market System

Segmentation Competitors OBJECTIVES

PRODUCT / PLACE
Buying Behavior Macro environment SERVICE

TARGET GROUP
Strenghts Weaknesses
PROMOTION PRICE

Opportunities Threats
COMPETITIVE STRATEGY

INTERNAL ANALYSIS

Marketing Economics POSITIONING

CONTROL

Operational Processes
Sample marketing plans

• http://www.mplans.com/sample-marketing-
plans.php#.VtQ2hI-cHIU
 Which are the differences
in the marketing plan of...

• An exporting company?

• A multinational company?

• A global company?

http://bevideos.mhhe.com/business/video_library/007
3347442/swf/Clip_13.html
 EXPORT MARKETING PLAN

EXPORT MARKETING PLAN – PRODUCT / MARKET / YEARS

EXTERNAL ANALYSIS MARKETING STRATEGY MARKETING MIX

Demand Market System

OBJECTIVES
International Competitors
Segmentation PRODUCT / PLACE
SERVICE Standardization/
Buying Behavior Macro environment
TARGET GROUP Standardization/ Adaptation
Adaptation

Strenghts Weaknesses
COMPETITIVE PROMOTION PRICE
STRATEGY Standardization/ Standardization/
Opportunities Threats Adaptation Adaptation

ENTRY MODE

INTERNAL ANALYSIS

Marketing Economics POSITIONING CONTROL

Operational Processes
 MULTINATIONAL MARKETING PLAN

MULTINATIONAL MARKETING PLAN – PRODUCT / MARKET / YEARS

EXTERNAL ANALYSIS MARKETING STRATEGY MARKETING MIX

Demand Market System

OBJECTIVES
Segmentation Competitors
PRODUCT / PLACE
Buying Behavior Macro environment SERVICE

TARGET GROUP

Strenghts Weaknesses
PROMOTION PRICE

Opportunities Threats
COMPETITIVE
STRATEGY

INTERNAL ANALYSIS
POSITIONING
Marketing Economics CONTROL

Operational Processes
 GLOBAL MARKETING PLAN

GLOBAL MARKETING PLAN – PRODUCT / MARKET / YEARS

EXTERNAL ANALYSIS MARKETING STRATEGY MARKETING MIX

Demand Market System

OBJECTIVES
Global Competitors
Segmentation GLOBAL GLOBAL
PRODUCT / PLACE
Buying Behavior Macro environment
SERVICE

TARGET GROUP
Adaptation? Adaptation?
(Horizontal segment)
Strenghts Weaknesses
GLOBAL GLOBAL
PROMOTION PRICE
Opportunities Threats
COMPETITIVE
STRATEGY
Adaptation? Adaptation?

INTERNAL ANALYSIS
GLOBAL POSITIONING
Marketing Economics CONTROL

Operational Processes
Which are the differences
in the market share evaluation of?

• An exporting company: focus on the national/domestic

market share (ethnocentric orientation – home country
oriented)

• A multinational company: each subsidiary focuses on its

specific foreign market share (policentric orientation –
host-country oriented)

• A global company: focus on the horizontal/transnational

segment market share (geocentric orientation)
 What is market share?
• "Market share: The percentage of a market accounted for
by a specific entity."
• Unit market share: The units sold by a particular company as a
percentage of total market sales, measured in the same units.
• Unit market share (%) = 100 * Unit sales (#) / Total Market Unit Sales (#)
• Ex: 100* 10.000 cans (sold by illy)/200.000 cans (total coffee cans sold
in Italy)= 100* 0,5= 5% (Illy Unit market share)
• Revenue market share: Revenue market share differs from unit
market share in that it reflects the prices at which goods are sold. In
fact, a relatively simple way to calculate relative price is to divide
revenue market share by unit market share."
• Revenue market share (%) = 100 * Sales Revenue (€) / Total Market
Sales Revenue(€)
• Ex: 100* 10.000x5€ (illy sales revenue)/ 200.000 x 2,5€ (total Italian
coffee market sales revenue)= 100* 50.000/500.000= 100* 0,1= 10% (Illy
revenue market share)
What is market share?

• Understanding “Market share”

http://www.investopedia.com/terms/m/marketshare.asp
The marketing budget
Gross sales value: p x q Top line objectives
- Trade Allowances (efficacy)
= Net product sales

- Direct delivered costs

(production, distribution, etc.)
= Gross Profit

- Marketing appropriations
- Marketing research costs
- Communication costs Bottom line
- = Profit Before Indirects (PBI) objectives
(efficiency)