International Marketing

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International Marketing

  1. 1. International marketing Veiling Haspengouw Greenstar apple
  2. 2. Table of contents <ul><li>Marketing mix </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Promotion and communication </li></ul></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><li>Market entry strategy </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Marketing mix : product (1) <ul><li>Important benefits </li></ul><ul><ul><li>High vitamin C : no oxidation </li></ul></ul><ul><ul><li>Fresh taste </li></ul></ul><ul><ul><li>Fine and crunchy flesh </li></ul></ul><ul><ul><li>Good thirst-quencher </li></ul></ul><ul><li>Quality requirements </li></ul><ul><ul><li>Production in closed association </li></ul></ul><ul><li>Standardization </li></ul>
  4. 4. Marketing mix : positioning (1) <ul><li>Belgium </li></ul><ul><ul><ul><li>Stress on refreshing function, vitamins & low oxidation </li></ul></ul></ul><ul><ul><ul><li>Price : middle classed </li></ul></ul></ul><ul><ul><ul><li>Quality ~ price relation </li></ul></ul></ul>
  5. 5. Marketing mix : positioning (2) <ul><li>Czech Republic (processing industry) </li></ul><ul><ul><ul><li>Stress on no discoloring aspect </li></ul></ul></ul><ul><ul><ul><li>Price : expensive classed </li></ul></ul></ul>
  6. 6. Marketing mix : positioning (3) <ul><li>Czech Republic (consumer market) </li></ul><ul><ul><ul><li>Stress on healthy lifestyle </li></ul></ul></ul><ul><ul><ul><li>High demand for apples </li></ul></ul></ul><ul><ul><ul><li>Price : expensive classed </li></ul></ul></ul><ul><ul><ul><li>Luxurious apple </li></ul></ul></ul>
  7. 7. Marketing mix : promotion <ul><li>Two target groups : different approach </li></ul><ul><li>Processing industry </li></ul><ul><ul><li>Internet, brochures, representatives </li></ul></ul><ul><li>Consumer market </li></ul><ul><ul><li>Traditional tools </li></ul></ul><ul><ul><li>In-store promotion </li></ul></ul>
  8. 8. Marketing mix : distribution <ul><li>Belgium </li></ul><ul><ul><li>Retailers </li></ul></ul><ul><ul><li>Market vendors </li></ul></ul><ul><ul><li>Processing industry </li></ul></ul><ul><li>Czech Republic : agent </li></ul><ul><ul><li>Processing industry </li></ul></ul><ul><ul><li>Retailer (small amount) </li></ul></ul>
  9. 9. Marketing mix : price <ul><li>Belgium </li></ul><ul><ul><li> Between 55 – 85 eurocents </li></ul></ul><ul><li>Czech Republic </li></ul><ul><ul><li> Luxurious image : higher price </li></ul></ul><ul><ul><ul><li>SLEPT-factors </li></ul></ul></ul><ul><ul><ul><li>Additional costs </li></ul></ul></ul>
  10. 10. Market entry strategy <ul><li>Direct exporting </li></ul><ul><ul><li>Non-exclusive agent (easy comparison) </li></ul></ul><ul><ul><li>Long term strategy </li></ul></ul><ul><ul><li>More control </li></ul></ul><ul><ul><li>More knowledge of the Czech market </li></ul></ul><ul><li>Other strategies not suitable </li></ul>
  11. 11. Conclusion <ul><li>SLEPT-factors </li></ul><ul><li>Development marketing mix </li></ul><ul><ul><li>Specific positioning </li></ul></ul><ul><ul><li>Higher price class </li></ul></ul><ul><ul><li>Special distribution </li></ul></ul><ul><ul><li>2 target groups for promotion </li></ul></ul><ul><li>Strategy  direct exporting </li></ul>
  12. 12. Thank you for the attention Group 22 Lien Justé Glenn Philips Gert Sels Hans Warpy Sandra Zumrova

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