Presentation Transcript
International Marketing :International Marketing Look at the international marketing environment
Decide whether to enter
Decide which markets to enter
Decide how to enter
Plan marketing programs
Plan marketing organization
….the real issue here is what role national boundaries play in a firm’s strategic planning process.
International Marketing :International Marketing Physical Environment
Climate, topography, resources
US has big products…
Economic Environment
Population, industry structure, stage of development
Lack of wholesalers in developing countries
International Marketing :International Marketing Political-Legal Environment
Advertising restrictions
Tariffs/non-tariff barriers
Patents/Trademark protection
International Marketing :International Marketing Cultural Environment
Language
Attitudes
Time Concepts
Space Concepts
How business is conducted
Friendship
International Marketing :International Marketing What influences the decision to enter?
Stability of government
Stability of currency
Tariffs/non-tariff barriers
Crime/corruption
Protection of property rights/technology
International Marketing :International Marketing How to enter:
Exporting
Export excess capacity
Simplest, most direct
Licensing/joint venture
Firm in foreign market produces, distributes
International Marketing :International Marketing How to enter (cont.):
Subsidiaries
Partly own firm in foreign market
Multinational
As foreign investments grow, firm loses home country identity
Key is volume growth
International Marketing :International Marketing Which markets?
Current market potential
Future market potential
…versus risk
Russia….?
Marketing Plan
Standardize versus adapt for each market
International Marketing :International Marketing Marketing Organization
Based on entry strategy
Requirement for in-country participation