Strategic Planning for International Marketing

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  • strat plan is a long-term plan based on experience, understanding the market and opportunity, pre-planning AND adapting as you enter – just like x and o's
  • Scenario – planning to come to school – what aspects needed to be solved to get here? Management buy in, experience, moula, capacity to produce
  • Formulation of global strategy
  • Positioning Differentiation
  • Set up poll – is this positioning or differtiation?
  • Target market (remember the country similarity theory?) Country selection synergies Market size, market growth rate, number and type of competitors, government regulation, economic and political stability (PESTLE)
  • portfolio -> concentration vs diversification
  • handout
  • Country selection 1. stand-alone attractiveness (china with consumer products due to size)
  • Country selection – 2. strat importance (finland in shipbuilding),
  • Country selection 3. synergies (go to ireland after scotland due to similarities and proximity) Work in groups of 3-4ish to determine 1 country / industry match for each
  • Can you think of any examples of glocalization? = question of the week
  • Starbucks stripped down strategy – things to consider in their plan Discuss and chat with me
  • Strategic Planning for International Marketing

    1. 2. when do you make your move?
    2. 3. plan competitive strategy, location, segmentation
    3. 4. competitive strategy?
    4. 5. differentiation
    5. 6. positioning
    6. 7. location strategy?
    7. 8. diversification
    8. 9. concentration
    9. 10. stand-alone attractiveness
    10. 11. strategic importance
    11. 12. synergies
    12. 13. implement entry, structure, control, advertising
    13. 14. glocalization Uniformity in elements that are strategic and localization of necessary tactical elements
    14. 15. not-invented-here Syndrome (NIH)

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