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International Marketing Analysis and Planning 2012

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International Marketing Analysis and Planning 2012

  1. 1. International Marketing Analysis & Planning August 24, 2012
  2. 2. Project Overview • Create database of international companies with location presence in region • Develop and implement survey of needs, value proposition, etc. • Compile report on best practices and case studies • Construct graphs showing FDI trends since 2005
  3. 3. Marketing Strategy NCSE’s NCSE Target targeted Countries industry sectors FDI FDI in coming NCSE into US region
  4. 4. Database of Int’l Companies inNCSE Region
  5. 5. Parent Countries in the Region Japan Canada Mexico (8) (3) (2) France Ireland Austria (7) (3) (1) Germany Switzerland Colombia (7) (3) (1) England Belgium Denmark (6) (2) (1) Netherlands Greece Luxembourg (4) (2) (1) Sweden Israel Turkey (4) (2) (1)
  6. 6. Top 12 Countries for FDI inNCSE Region
  7. 7. FDI into the US (in Millions) 450000 430000 410000 United Kingdom 390000 370000 350000 260000 240000 220000 Canada France 200000 Germany 180000 Netherlands 160000 Switzerland 140000 Japan 120000 100000 2005 2006 2007 2008 2009 2010
  8. 8. International Company Survey • Based on key informant interviews and best practices • Goal: to get first hand account of region’s attractiveness for international business location • Gain insight to better promote region
  9. 9. Best Practices The following are some best practices for international recruitment: • NC DOC pamphlet as • International flight “example” of NC regional information/connections partnerships for ILM, RDU, CLT, FAY • Cincinnati USA- economic • International news & development case study updates on website • International community • Int’l company success programs on website stories on website
  10. 10. Best Practices- Richmond, VAhttp://www.grpva.com/publications/international_business_model.pdf
  11. 11. Best Practices- Atlanta, GA • Search by NAICS code, county of location, category of product, country of origin, or company name • Full listing of all International companies • Links to Allies, iResearchGeorgiahttp://georgiafacts.net/international
  12. 12. Next Steps • Administer survey with local EDOs • Final analysis of data • Formalize international marketing strategy • Collaborate with NC Department of Commerce • Collaborate with local EDOs • Joint outreach to shared targeted countries/industry sectors

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