ADR - 2016

Activities Conducive to Building Speed-Based Competitive

Advantages

Customer Product
responsiveness development
cycles
Product or
service
improvements
Information Speed in
sharing and delivery or
technology distribution
2
 Key Components of Competing in Global Industries

Approach to gain
global market
coverage
Generic
competitive
strategy
3
What is International Marketing?

• The process of planning and conducting

transactions across national borders to create
exchanges that satisfy the objectives of individuals
and organizations.
 Global Linkages
• Global linkages bind countries, institutions,
and individuals more closely than ever.
• World trade opens up entirely new business
horizons.
Meeting International Challenges

• Be prepared and develop active

responses.
• Develop new strategies.
• New plans are needed.
• Adaptation to the new environment
and markets.
 Strategic Marketing

Marketing Manager’s Task

• To plan and execute programs that will ensure a
long-term competitive advantage for the company.
Marketing Manager’s Supporting Tasks

• Determine the specific target markets.

• Manage the marketing mix in order to best
satisfy the needs of individual target markets.
 Marketing Management
Product
Product
Policy

Promotion Price
Communication Target Market Pricing
Policy Policy

Place
Distribution
Policy
El Proceso del Desarrollo Económico
Mejorar el Diamante

Contexto para la
Rivalidad y Estrategia
de la Firma

Condiciones de Condiciones
Los Factores de Demanda

1 4 1

Industrias Relacionadas
y de Soporte

3
El entorno externo que enfrentan los
mercadólogos

A. Díaz-Romero
 Incontrolables foráneas
Entorno extranjero
(elementos incontrolables)
8.
1. Fuerzas
Fuerzas
políticas
legales

7. Fuerzas 2. Fuerzas
culturales económicas

6. Geografía e 3. Fuerzas
infraestructura competitivas

5. Estructura 4. Nivel de
de distribución tecnología

Copyright. Armando Díaz-Romero A.

 Elementos
incontrolables del
mercado

Entorno nacional
(elementos incontrolables)
Clima
económico

(elementos controlables)
Precio Producto

Promoción Canales de
distribución
Fuerzas
políticas y Ambiente
legales cultural

Copyright. Armando Díaz-Romero A.

Las figuras de internacionalización

• Exportación
• Licencias
• Franquicias
• Joint Ventures
• Inversión Extranjera Directa
– Consorcios
– Manufacturas / Maquila
– Administración por contrato
Lecciones aprendidas