Presented By Said Cherkaoui, Ph.D.
1
THE EAST BAY CENTER FOR
INTERNATIONAL TRADE DEVELOPMENT
American Import Agent and
Dis...
Presented By Said Cherkaoui, Ph.D.
2
Today’s Agenda
1. Marketing Planning Process
2. Situational Analysis
3. Marketing Mix...
Presented By Said Cherkaoui, Ph.D.
3
Marketing Planning Process
1. Identifying a country market with export
potential. (Se...
Presented By Said Cherkaoui, Ph.D.
4
Ways of Entering New Markets
• Direct Exporting
• Indirect Exporting – Middleman
• Co...
Presented By Said Cherkaoui, Ph.D.
5
Establishing Export Objectives
• An annual export sales volume forecast
• Profit/loss...
Presented By Said Cherkaoui, Ph.D.
6
Planning the individual elements of
the marketing program
• The Marketing Mix Variabl...
Presented By Said Cherkaoui, Ph.D.
7
I - Situational Analysis
A. Demand Analysis
1. Buyer behavior and characteristics:
a....
Presented By Said Cherkaoui, Ph.D.
8
I - Situational Analysis
A. Demand Analysis (Con’t)
2. Market Characteristics
a. Mark...
Presented By Said Cherkaoui, Ph.D.
9
I - Situational Analysis
B. Competition
1. Who are competitors?
2. Competitor charact...
Presented By Said Cherkaoui, Ph.D.
10
I - Situational Analysis
C. General Environment
1. Economic conditions and trends
2....
Presented By Said Cherkaoui, Ph.D.
11
I - Situational Analysis
D. Internal Environment
1. Marketing resources/skills
2. Pr...
Presented By Said Cherkaoui, Ph.D.
12
II – Marketing Mix
A. Product
1. What product attributes/benefits are important?
2. ...
Presented By Said Cherkaoui, Ph.D.
13
II – Marketing Mix
B. Place
1. What types of distributors should handle the product?...
Presented By Said Cherkaoui, Ph.D.
14
II – Marketing Mix
C. Price
1. What is the elasticity of demand?
2. What pricing pol...
Presented By Said Cherkaoui, Ph.D.
15
II – Marketing Mix
D. Promotion
1. What is the optimal promotional budget?
2. How im...
Presented By Said Cherkaoui, Ph.D.
16
Some Common Promotion
Tools
Advertising
Sales Promotion
Publicity
Personal Selli...
Presented By Said Cherkaoui, Ph.D.
17
After Break’s Agenda
1. Marketing Planning Process
2. Situational Analysis
3. Market...
Presented By Said Cherkaoui, Ph.D.
18
METHODS OF RESEARCH
• Keeping abreast of world events that
influence the int’l marke...
Presented By Said Cherkaoui, Ph.D.
19
A THREE PHASED
APPROACH TO MARKET
RESEARCH
1. Screen Potential Markets
2. Assess Tar...
Presented By Said Cherkaoui, Ph.D.
20
• What is your objective?
• What are the characteristics of your products?
• How lar...
Presented By Said Cherkaoui, Ph.D.
21
Market Planning
• How do I prepare my product for export?
• How do I get it to my cu...
Presented By Said Cherkaoui, Ph.D.
22
PRICING POLICIES AND
CONSIDERATIONS-I
A. Pricing Policies
• Basic Considerations
Ach...
Presented By Said Cherkaoui, Ph.D.
23
PRICING POLICIES AND
CONSIDERATIONS-II
B. Extra Cost to Manufacturer
• Financial and...
Presented By Said Cherkaoui, Ph.D.
24
Seven Pricing Strategies for
Entering New Foreign Markets
1. Exploiting the Market
2...
Presented By Said Cherkaoui, Ph.D.
25
Identifying Potential Export
Sales Representatives
• Commissioned Export Sales Agent...
Presented By Said Cherkaoui, Ph.D.
26
Factors to Determine the Type of
Export Sales Representatives
• What financial risks...
Presented By Said Cherkaoui, Ph.D.
27
Locating Potential Export Sales
Representatives
• Trade Shows
• Agent Distributor Se...
Presented By Said Cherkaoui, Ph.D.
28
Evaluating Potential Export
Sales Representatives
• Organizational Structure
• Produ...
Presented By Said Cherkaoui, Ph.D.
29
Agency and Distributor
Agreements - Considerations
• Identification of the Parties
•...
Presented By Said Cherkaoui, Ph.D.
30
Agency and Distributor
Agreements – Considerations (Con’t)
• Inventory Stocking Requ...
Presented By Said Cherkaoui, Ph.D.
31
Sources for Finding Reps,
Distributors and Retailers
 List of attendees from trade ...
Presented By Said Cherkaoui, Ph.D.
32
How to Conduct Business in
Foreign Countries
• Foreign Customs and Business Practice...
Presented By Said Cherkaoui, Ph.D.
33
Make Your Website
International
• List any foreign subsidiaries, offices, etc.
• Loc...
Presented By Said Cherkaoui, Ph.D.
34
HOW TO CONTACT US
Dr. Said Cherkaoui
E-mail: ebcitd@usa.com
E-mail: glocentra@usa.com
Presented By Said Cherkaoui, Ph.D.
35
Thank you.
Any Question?
http://www.eastbaycitd.org
http://www.glocentra.com
®
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International Strategies for Market and Business Development

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International Strategies for Market and Business Development

  1. 1. Presented By Said Cherkaoui, Ph.D. 1 THE EAST BAY CENTER FOR INTERNATIONAL TRADE DEVELOPMENT American Import Agent and Distribution Channel Presented by Said Cherkaoui, Ph.D.
  2. 2. Presented By Said Cherkaoui, Ph.D. 2 Today’s Agenda 1. Marketing Planning Process 2. Situational Analysis 3. Marketing Mix AFTER BREAK’S AGENDA 1. Methods of Research 2. Market Planning 3. Pricing 4. Identifying Export Sales Representatives 5. Agency & Distributor Agreements 6. How To Conduct Business In Foreign Countries? 7. Make Your Website International
  3. 3. Presented By Said Cherkaoui, Ph.D. 3 Marketing Planning Process 1. Identifying a country market with export potential. (See handout) 2. Establishing export objectives. 3. Planning the individual elements of the marketing program (The 4 P’s of marketing)
  4. 4. Presented By Said Cherkaoui, Ph.D. 4 Ways of Entering New Markets • Direct Exporting • Indirect Exporting – Middleman • Commissioned Agent • Export Management Company or Export Trading Company • Sales Rep • Licensing • Franchising • Joint Venture • Off-Shore Production • Establishing an office overseas
  5. 5. Presented By Said Cherkaoui, Ph.D. 5 Establishing Export Objectives • An annual export sales volume forecast • Profit/loss expectations (one year) • Financing upcoming export transactions • The number and type of channel partnership agreements to be signed • Planned trade show participations • Frequency of market visits
  6. 6. Presented By Said Cherkaoui, Ph.D. 6 Planning the individual elements of the marketing program • The Marketing Mix Variables (4Ps) Once target market is chosen, how these variables are mixed determines the success of marketing. A. Product B. Pricing C. Place (Distribution) D. Promotion
  7. 7. Presented By Said Cherkaoui, Ph.D. 7 I - Situational Analysis A. Demand Analysis 1. Buyer behavior and characteristics: a. What do they buy? b. Who buys? c. Where do they buy? d. Why do they buy? e. How do they buy? f. When do they buy? g. How much do they buy? h. How will buyer behavior and characteristics change in the future?
  8. 8. Presented By Said Cherkaoui, Ph.D. 8 I - Situational Analysis A. Demand Analysis (Con’t) 2. Market Characteristics a. Market size potential b. Segments c. Selective demand d. Future market demands
  9. 9. Presented By Said Cherkaoui, Ph.D. 9 I - Situational Analysis B. Competition 1. Who are competitors? 2. Competitor characteristics a. Marketing Programs b. Competitive behavior c. Resources 3. Major strengths and weaknesses 4. Future competitive environment
  10. 10. Presented By Said Cherkaoui, Ph.D. 10 I - Situational Analysis C. General Environment 1. Economic conditions and trends 2. Government regulation and trends 3. Pollution, safety, consumerism concerns 4. Technological trends 5. Political climate
  11. 11. Presented By Said Cherkaoui, Ph.D. 11 I - Situational Analysis D. Internal Environment 1. Marketing resources/skills 2. Production resources/skills 3. Financial resources/skills 4. Technological resources/skills 5. Future trends in internal environment
  12. 12. Presented By Said Cherkaoui, Ph.D. 12 II – Marketing Mix A. Product 1. What product attributes/benefits are important? 2. How should the product be differentiated? 3. What segments will be attracted? 4. How important is service, warranty, and so on? 5. Is there a need for product variation/product line? 6. How important is packaging? 7. How is the product perceived relative to competitive offerings?
  13. 13. Presented By Said Cherkaoui, Ph.D. 13 II – Marketing Mix B. Place 1. What types of distributors should handle the product? 2. What are the channel attributes and motivations for handling the product? 3. What intensity of wholesale/retail coverage is needed? 4. What margins are appropriate? 5. What forms of physical distribution are needed?
  14. 14. Presented By Said Cherkaoui, Ph.D. 14 II – Marketing Mix C. Price 1. What is the elasticity of demand? 2. What pricing policies are appropriate? 3. How should the product line be priced? 4. How do we establish price variations for a product? 5. How should we react to a competitive price threat? 6. How important is price to the buyer?
  15. 15. Presented By Said Cherkaoui, Ph.D. 15 II – Marketing Mix D. Promotion 1. What is the optimal promotional budget? 2. How important is sales promotion, advertising, personal selling in stimulating demand? 3. What is the proper promotion mix? 4. How do you measure the effectiveness of the promotion tools? 5. What copy is most effective? 6. What media are most effective?
  16. 16. Presented By Said Cherkaoui, Ph.D. 16 Some Common Promotion Tools Advertising Sales Promotion Publicity Personal Selling
  17. 17. Presented By Said Cherkaoui, Ph.D. 17 After Break’s Agenda 1. Marketing Planning Process 2. Situational Analysis 3. Marketing Mix AFTER BREAK’S AGENDA 1. Methods of Research 2. Market Planning 3. Pricing 4. Identifying Export Sales Representatives 5. Agency & Distributor Agreements 6. How To Conduct Business In Foreign Countries? 7. Make Your Website International
  18. 18. Presented By Said Cherkaoui, Ph.D. 18 METHODS OF RESEARCH • Keeping abreast of world events that influence the int’l marketplace • Analyzing trade and economic statistics • Obtaining the advice of experts
  19. 19. Presented By Said Cherkaoui, Ph.D. 19 A THREE PHASED APPROACH TO MARKET RESEARCH 1. Screen Potential Markets 2. Assess Targeted Markets 3. Draw Conclusions and Make Contacts
  20. 20. Presented By Said Cherkaoui, Ph.D. 20 • What is your objective? • What are the characteristics of your products? • How large is the export market? • What is the competitive situation? • Do you have the necessary production capacity? • Can you develop an effective marketing program? • How large will your financial commitment be? Factors to Consider When Entering a Foreign Market
  21. 21. Presented By Said Cherkaoui, Ph.D. 21 Market Planning • How do I prepare my product for export? • How do I get it to my customers? • How do I promote it? • How do I price it? • How do I provide after-sale service? • How do I protect it?
  22. 22. Presented By Said Cherkaoui, Ph.D. 22 PRICING POLICIES AND CONSIDERATIONS-I A. Pricing Policies • Basic Considerations Achieving Objections What the traffic will bear without alienation • Fixed International Price List Based upon a percent increase over U.S. Price List Based upon a percent increase over foreign competition prices Complex formula • Variable International Price List Different prices for each type of country Foreign customer needs Sliding Rep commissions Other factors (Inflation, exchange rates,interest rates,etc)
  23. 23. Presented By Said Cherkaoui, Ph.D. 23 PRICING POLICIES AND CONSIDERATIONS-II B. Extra Cost to Manufacturer • Financial and Administration Legal and Contract Administration Delays (start, ship, payment) Traditional Discounts Payola • Technical Metric vs. English Utilities (50 Hz vs. 60 Hz) Manuals (language translation) Testing & Safety • Transportation and Communications Vacuum/Cargo Container Packaging Documentation Telex, Telephone, Fax, Postage, Carrier Service, Email, Website. Customer Support Installation and Training Equipment Servicing Warranty (1 Year=2000 hours)
  24. 24. Presented By Said Cherkaoui, Ph.D. 24 Seven Pricing Strategies for Entering New Foreign Markets 1. Exploiting the Market 2. High Quality Pricing 3. Life-Cycle Pricing 4. Sharing the Market 5. Matching Competitive Prices 6. Developing the Market 7. Buying the Market
  25. 25. Presented By Said Cherkaoui, Ph.D. 25 Identifying Potential Export Sales Representatives • Commissioned Export Sales Agent • Export Management Company • Export Trading Company • Full Stocking Distributor
  26. 26. Presented By Said Cherkaoui, Ph.D. 26 Factors to Determine the Type of Export Sales Representatives • What financial risks are you willing to take? • What degree of control do you want to retain over your exporting activities? • Do you want your export sales representatives to take physical possession and title to your products?
  27. 27. Presented By Said Cherkaoui, Ph.D. 27 Locating Potential Export Sales Representatives • Trade Shows • Agent Distributor Service (ADS) • Commercial News USA (CNUSA) • Trade Opportunities Program (TOP) • TradeBank Online: www.exportweb.com • www.fita.org (Federation of International Trade Associations)
  28. 28. Presented By Said Cherkaoui, Ph.D. 28 Evaluating Potential Export Sales Representatives • Organizational Structure • Products Handled • Sales/Marketing Capabilities • Customer Service • Business Reputation • Financial Stability
  29. 29. Presented By Said Cherkaoui, Ph.D. 29 Agency and Distributor Agreements - Considerations • Identification of the Parties • Effective Date of Agreement • Termination of Agreement • Sales Territory, Products, and Related Restrictions • Identification of Products • Types of Sales Excluded from Agreement • Pricing of Products • Payment Terms
  30. 30. Presented By Said Cherkaoui, Ph.D. 30 Agency and Distributor Agreements – Considerations (Con’t) • Inventory Stocking Requirements • Warranty Agreement • Promotional Responsibilities • Other Considerations for Inclusion in Agreements • Training Programs for Sales Representatives • Information to be Provided by Both Parties
  31. 31. Presented By Said Cherkaoui, Ph.D. 31 Sources for Finding Reps, Distributors and Retailers  List of attendees from trade shows which would be applicable to the product you are handling  Trade associations, publications or journals  Your bank  Agency Sales Magazine, published by MANA  The local telephone directory  The International Union of Commercial Agents&Brokers  Blytmann International’s Directories  U.S. and State trade centers
  32. 32. Presented By Said Cherkaoui, Ph.D. 32 How to Conduct Business in Foreign Countries • Foreign Customs and Business Practices - Punctuality - Body Language - Names and Titles - Gift Giving - Business Cards - Negotiating • Interpreter Services
  33. 33. Presented By Said Cherkaoui, Ph.D. 33 Make Your Website International • List any foreign subsidiaries, offices, etc. • Localize content including graphics • Offer free downloads • Offer a feedback or comment system • Detailed site map • Offer local language where applicable • Feature a privacy statement if applicable
  34. 34. Presented By Said Cherkaoui, Ph.D. 34 HOW TO CONTACT US Dr. Said Cherkaoui E-mail: ebcitd@usa.com E-mail: glocentra@usa.com
  35. 35. Presented By Said Cherkaoui, Ph.D. 35 Thank you. Any Question? http://www.eastbaycitd.org http://www.glocentra.com ®
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