Im environment,
Upcoming SlideShare
Loading in...5
×
 

Im environment,

on

  • 261 views

international marketing

international marketing

Statistics

Views

Total Views
261
Views on SlideShare
261
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Im environment, Im environment, Presentation Transcript

  • Analysis of International Marketing Environment Unit 3 Chapter 2
  • International Marketing• Marketing across National Boundaries• E.g. Coca Cola, Volkswagen etcAccording to Nathalie Prime:• It consists of identifying and satisfying consumers abroad;• Better than national and international competitors• Under the constraint of each countries’ environment
  • ….CAUTION!!!!• Before beginning international marketing one needs to• Take one of the fundamental steps• Environmental analysisOr, else results could be• Defamation• Complete sweep out of the company
  • Environmental analysis: tools PEST analysis SWOT analysis Five Force Analysis Influence of tariff and non-tariff barriers
  • International PEST analysis• It would consider:• How easy will it be to move from purely domestic to international marketing??• Nature of competition / likely competition??• Political Factors• Economic Factors• Socio-cultural Factors• Technological Factors
  • Political Factors• Political synergy between your countries and the target??• What is the influence of communities or unions for trading? – E.g. The European union and its authority over European Laws and Regulations• What kind of international and domestic law will your business encounter?• Nature of politics? – E.g. democracy,• Monetary regulations, like : – Will the target country pay in their currency or accepted currency?
  • Economic Factors What is the level of industrial growth, GDP, etc..? What about consumer income? Inflation? Level of employment? National income? Exchange rates?
  • Social Factors• Language:• Meanings??• Slangs??• Role of women/family??• Religion??• Values and attitudes??• Demographics??• Changing cultural standards??
  • Technological Factors Infrastructure of the country?? Energy?? Internet infrastructure/ accessibility?? Integration of your system with the target country??
  • SWOT ANALYSIS• STRENGTHS• WEAKNESSES• Internal Factors• THREATS• OPPURTUNITIES• External factors
  • Strengths Marketing expertise?? Innovative product?? Quality process?? Cult Brand?? Any other aspect of the business that adds value to your Product or service??
  • Weaknesses Lack of marketing expertise Undifferentiated product Location of your business Damaged reputation
  • Opportunity Internet Usage??? strategic Void created by ineffective competitior
  • Threats Competition old/ new?? Price Wars?? Superior access to supply chain by the competitor?? Taxation
  • The Five Forces are: Threats of Substitutes The threats from new entrants Intensity of competitive rivalry Bargaining Power of Customers Bargaining Power of Suppliers
  • •Democracy is an egalitarian form of government in which all thecitizens of a nation together determine public policy, the laws and theactions of their state, requiring that all citizens (meeting certainqualifications) have an equal opportunity to express their opinion. Inpractice.•Gross domestic product (GDP) is the market value of allofficially recognized final goods and services produced within acountry in a given period.•Cult Brands: are the brands that dare to be different and celebratethat difference, and therefore possess the power of the loyalist. forex. Apple, Volkswagen, Harley Davidson, Star trek and Benetton.