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Ch4

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  • 1. INTERNATIONAL MARKETING RESEARCH AND OPPORTUNITY ANALYSIS ch4/ Session 4
  • 2. THE RESEARCH PROCESS
    • Define the problem
    • Develop an approach
    • Design the research
    • Undertake fieldwork
    • Analyse the data
    • Report and present findings
    ch4/
  • 3. 3 FUNCTIONS OF INTERNATIONAL MARKET ANALYSIS
    • Scanning international markets to identify and analyse opportunities
    • Building marketing information systems to monitor environmental trends
    • Carrying out primary marketing research for input into the development of marketing strategies
    ch4/
  • 4. SCANNING INTERNATIONAL MARKETS
    • Identification of opportunities
      • accessibility
      • profitability
      • market size
    ch4/
  • 5. Nature of Competition and Level of Market Development ch4/
  • 6. RESEARCHING INCIPIENT MARKETS
    • Demand pattern analysis
    • Multiple factor indices
    • Analogy estimation
    • Regression analysis
    • Macrosurvey technique
    ch4/
  • 7. RESEARCHING UNDER-DEVELOPED MARKETS
    • Lack of reliable secondary data
    • Cultural issues
    • Lack of communication infrastructure
    • Lack of literacy
    • No market research agencies
    ch4/
  • 8. THE FOUR RISK MATRIX ch4/
  • 9. BUSINESS PORTFOLIO MATRIX ch4/ Source: Harrell G D and Kiefer R O (1993)
  • 10. LIMITATIONS OF COUNTRY BASED SYSTEMS
    • Market selection is geographically based
    • Effective secondary segmentation relies on the quality of the information base in each country
    • Risk of differentiated approach across international markets
    • Difficulty of applying controlled and consistent international marketing strategy
    ch4/
  • 11. TRANSNATIONAL SEGMENTATION & METHODS
    • Demographic:
      • sex, age, income level, social class and educational achievement
    • Psychographic:
      • lifestyle factors - activities, interests and opinions
    • Behavioural:
      • patterns of consumption, loyalty to product category and brand
      • needs benefits occasion usage
    ch4/
  • 12. EURO MOSAIC
    • Claims to be the first pan-European segmentation system
    • Allows the classification of 500 million consumers across the European Union on the basis of the types of neighbourhood in which they live.
    • Elite suburbs
    • Average areas
    • Luxury flats
    • Low-income inner city
    • High-rise social housing
    • Industrial communities
    • Dynamic families
    • Low-income families
    • Rural agricultural
    • Vacation retirement
    ch4/
  • 13. HIERARCHICAL COUNTRY-CUSTOMER SEGMENTATION STAGES # 1
    • Identify countries with the infrastructure to support the product and are accessible to the company
    • From these, select countries that meet certain qualifying criteria
    • Develop mini-segments; e.g.
      • information search behaviour
      • product characteristics required
    ch4/
  • 14. HIERARCHICAL COUNTRY-CUSTOMER SEGMENTATION STAGES # 2
    • Look for similarities across segments to identify characteristics of demand for each segment. They can then be rated in terms of potential response
    • Use Cluster Analysis to identify meaningful cross-national segments which would evoke a similar response to any marketing mix strategy.
    ch4/
  • 15. BUILDING MARKETING INFORMATION SYSTEMS - THE 12C FRAMEWORK ch4/ Country Culture/consumer Behaviour Concentration Channels Commitment Choices Caveats Consumption Communication Currency Contractual Obligations Capacity to Pay 12c
  • 16. Market Profile Analysis ch4/
  • 17. SOURCES OF INFORMATION INSTITUTONS
    • Business libraries
    • University libraries
    • International chambers of commerce
    • International Market Intelligence Centre (Trade Partners UK)
    • Business Links
    • Embassies
    • Banks
    • Trade associations
    • Export councils
    • Overseas distributors
    • Overseas sales subsidiaries
    • Foreign brokerage houses
    • Foreign trade organisations such as JETRO
      • (Japanese Export Trade and Research Organisation)
    ch4/
  • 18. SOURCES OF INFORMATION ON-LINE DATABASES
    • Brand data
      • www.brandchannel.com
      • www.gbrands.com
      • www.globalstrategies.com
    • Business Week
      • www.businessweek.com
    • The Economist
      • www.economist.com
    • European Union
      • www.europa.eu.int
    • UK Trade and Investment
      • www.uktradeinvest.gov.uk
    • UK Chambers of Commerce
      • www.britishchambers.org.uk
    • United Nations
      • www.un.org
    • World Bank
      • www.worldbank.org
    • World Fact Book
      • www.cia.gov/cia/publications/ factbook
    • World Trade Organisation
      • www.wto.org
    ch4/
  • 19. PROBLEMS IN USING SECONDARY DATA
    • Availability
    • Accessibility
    • Accuracy
    • Scarcity
    • Timeliness of collection
    • Way data is reported / interpreted
    ch4/
  • 20. CARRYING OUT PRIMARY MARKETING RESEARCH INTERNATIONAL MARKETING RESEARCH PROCESS ch4/ Source: Adapted from Malhotra et al (2006) Problem Definition & Research Objectives - Comparability of the phenomenon/behaviour - Isolating the self-reference criterion (SRC) Developing an Innovative Approach - Networking - Multi-country studies - Consortium Organising the Research Study - Centralised versus de-centralised - In-house versus agency Research Design - Redefine research problem - Reliability and validity of research data - Appropriate use of qualitative research - Questionnaire design - Sampling design Fieldwork - Interviewee bias - Interviewer bias Analysis & Evaluation - Data preparation - Cross-country comparability Report Preparation & Presentation - Interpretation and presentation
  • 21. ORGANISING THE RESEARCH STUDY Questions for the International Manager
    • Should the research be carried out by foreign local subsidiaries or should all marketing research be centralised at headquarters?
    • Should the fieldwork be carried out in house or by an agency?
    ch4/
  • 22. Options when choosing an Agency
    • Local agency in the market under investigation
    • Domestic agency with offices overseas
    • Domestic agency with overseas associate companies
    • Domestic agency which subcontracts fieldwork to an agency in the market under investigation
    • Domestic agency with competent foreign staff
    • Global agency with offices around the world
    ch4/
  • 23. MULTI-COUNTRY STUDIES
    • Project discussed at length with the client
    • Fieldwork agencies in each country selected
    • Questionnaire designed centrally
    • Translated locally, translation checked centrally
    • Piloted locally
    • Finalised centrally
    • Interviewers briefed locally by executive of central company
    • Fieldwork carried out locally
    • Coding and editing plan provided for the local agencies
    • Edited and coded questionnaires returned to head office
    • Coding and editing check carried out centrally
    • Computing and analysis carried out centrally
    ch4/
  • 24. Comparative Evaluation of Survey Methods ch4/ Malhotra et al (1997)