Mktg. zcharina

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The document discusses developing global marketing strategies and outlines a 4-phase planning process. Phase 1 involves preliminary analysis and screening of company and country factors to identify potential market opportunities. Phase 2 adapts the marketing mix to target markets by matching product, price, promotion and distribution requirements. Phase 3 develops a formal marketing plan with objectives, strategies, budgets and action programs. Phase 4 implements the plan and establishes controls for measuring performance and making corrections.

Company Objectives and Resources ,[object Object],[object Object]

Foreign market opportunities do not always parallel corporate objectives, it may be necessary to change the objectives, alter scale of international plan, or abandon them.

One market may offer immediate profit but have a poor long run outlook, while another may offer the reverse. Only when corporate objectives are clear can such differences be reconciled effectively.,[object Object],[object Object],[object Object],[object Object]

PHASE 1: Preliminary Analysis and Screening – Matching Company and Country Needs. Environmental factors, company character, and screening criteria Company character ,[object Object]

After studying this chapter, you should be able to: Explain companywide strategic planning in its four steps Discuss how to design business portfolios and develop growth strategies Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring return on marketing investment

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Commercial success in the U.S. relies on three factors: a strong product, a comprehensive market entry strategy and a strong distribution and sales network. Unfortunately, many companies have failed in their attempt to enter the U.S. market. In most cases, these companies fail because they lack a clear market entry plan and lack experience in the U.S. market. The CXO Advisory Group can be your gateway to success in the U.S.A.

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Mktg. zcharina

1. DEVELOPING GLOBALMARKETING STRATEGIES

3. Foreign market opportunities do not always parallel corporate objectives, it may be necessary to change the objectives, alter scale of international plan, or abandon them.

6. Objectives

7. Resources

8. Management style

9. Organization

10. Financial limitations

11. Management and marketing skills

12. Products

13.

14. Legal

15. Economic

16.

17. Political/ Legal