CE8 INTERNATIONALE
MARKETING STRATEGY
Lisanne Prins
HVA jaar 2
,Inhoudsopgave
Chapter 1: An introduction to international marketing...................................................................................................2
Chapter 2: The world trading environment.....................................................................................................................3
Chapter 3: Social and Cultural considerations in International Marketing.....................................................................4
Chaper 4: International marketing research and opportunity analysis...........................................................................5
Chapter 5: International niche marketing strategies for small and medium sized enterprises......................................6
Chapter 6: Global strategies............................................................................................................................................7
Chapter 7 Market entry strategies...................................................................................................................................9
Chapter 8: International product and service management.........................................................................................11
Chapter 9: International communications.....................................................................................................................13
Chapter 10: The management of international distribution and logistics....................................................................15
Chapter 11: Pricing for international markets...............................................................................................................17
Chapter 12: Strategic planning in technology-driven international markets................................................................20
,CHAPTER 1: AN INTRODUCTION TO INTERNATIONAL MARKETING
What is international marketing? Marketing is defined as the management
process responsible for identifying, anticipating, and satisfying customer
requirements profitably.
These levels of marketing can be expressed in the following terms
Export/Domestic marketing: marketing of goods/services across
national boundaries, without adaptations to the goods/services
International marketing: marketing activities in >1 country, control
of marketing activities from outside the country where the product will
be sold
Global marketing: organization focuses on selection and exploitation
of global marketing opportunities, objective is achieving global
competitive advantage
The uncontrollable marketing environment
consists of: Social/cultural, Legal, Economic,
Political, Technological, sustainability (SLEPTS)
The major evolutionary stages of planning which
companies involved in international marketing
gradually follow are:
• The unplanned stage: In its early stages, the
company is preoccupied with finding new export
customers and money to finance its activities.
Very unpredictable.
• The budgeting stage: In early marketing an
annual budget planning is devised because of pressure from external
stakeholders like banks.
• Annual business planning: Companies begin to adopt, and an annual
business planning can be made. Three processes could emerge from this
stage
There are a number of elements in the
international marketing plan
When a firm goes international
1. Have a clear international competitive
focus
2. Develop effective relationship strategies
, 3. Be committed to providing quality products and services worldwide
4. Have a well-managed organization with a culture for learning
CHAPTER 2: THE WORLD TRADING ENVIRONMENT
There are many factors that both governments and businesses consider when
making proactive long term strategic decisions and reacting to global opportunities
and risks that occur unexpectedly. The list below presents the main risks: Economic
risk, environmental risk, geopolitical risk, societal risk, technological risk
There are two reasons for country’s to trade:
The theory of comparative advantage: This theory suggests that trade
between countries takes place because one country is able to pro- duce a
product at a lower price than is possible elsewhere. So, a country is able to
produce a product at lower costs than when it is produced somewhere else.
International product life cycle:
o Sustained period of investment: Leads to lower operating costs
o Lower labor cost: Locate manufacturing in country with emerging economy
o Proximity to raw materials: Raw materials are more easily obtained in one
country that another.
o Subsidies to help native industries: Government subsidies a certain
product in a country.
o Building expertise in certain key areas: Start to invest time and money so
a country can produce at lower costs
There are 12 fundamental requirements to
gain competitive status. The 12 pillars of
competitiveness are split into three stages
Barriers to world trade
Tariff barriers (Amount reduced): Direct
taxes and charges imposed on import, easy to
administer, straightforward.
• Specific: Charges are imposed on particular
products either by weight or volume and usually stated in the local currency.
• Ad valorem: A straight percentage of the import price.
• Discriminatory: In this case the tariff is charged against goods coming from a
particular country, either where there is a trade imbalance or for political purposes.
Non-tariff barriers (Amount increased): Increased government participation in
trade -> Used to gain competitive advantage. Customs entry procedures -> Lots of
administration work, long procedures.
• Quantitative restrictions ->Trade barriers that impose a numerical limit on the
quantity of a good that may be imported or exported) Examples of this are
MARKETING STRATEGY
Lisanne Prins
HVA jaar 2
,Inhoudsopgave
Chapter 1: An introduction to international marketing...................................................................................................2
Chapter 2: The world trading environment.....................................................................................................................3
Chapter 3: Social and Cultural considerations in International Marketing.....................................................................4
Chaper 4: International marketing research and opportunity analysis...........................................................................5
Chapter 5: International niche marketing strategies for small and medium sized enterprises......................................6
Chapter 6: Global strategies............................................................................................................................................7
Chapter 7 Market entry strategies...................................................................................................................................9
Chapter 8: International product and service management.........................................................................................11
Chapter 9: International communications.....................................................................................................................13
Chapter 10: The management of international distribution and logistics....................................................................15
Chapter 11: Pricing for international markets...............................................................................................................17
Chapter 12: Strategic planning in technology-driven international markets................................................................20
,CHAPTER 1: AN INTRODUCTION TO INTERNATIONAL MARKETING
What is international marketing? Marketing is defined as the management
process responsible for identifying, anticipating, and satisfying customer
requirements profitably.
These levels of marketing can be expressed in the following terms
Export/Domestic marketing: marketing of goods/services across
national boundaries, without adaptations to the goods/services
International marketing: marketing activities in >1 country, control
of marketing activities from outside the country where the product will
be sold
Global marketing: organization focuses on selection and exploitation
of global marketing opportunities, objective is achieving global
competitive advantage
The uncontrollable marketing environment
consists of: Social/cultural, Legal, Economic,
Political, Technological, sustainability (SLEPTS)
The major evolutionary stages of planning which
companies involved in international marketing
gradually follow are:
• The unplanned stage: In its early stages, the
company is preoccupied with finding new export
customers and money to finance its activities.
Very unpredictable.
• The budgeting stage: In early marketing an
annual budget planning is devised because of pressure from external
stakeholders like banks.
• Annual business planning: Companies begin to adopt, and an annual
business planning can be made. Three processes could emerge from this
stage
There are a number of elements in the
international marketing plan
When a firm goes international
1. Have a clear international competitive
focus
2. Develop effective relationship strategies
, 3. Be committed to providing quality products and services worldwide
4. Have a well-managed organization with a culture for learning
CHAPTER 2: THE WORLD TRADING ENVIRONMENT
There are many factors that both governments and businesses consider when
making proactive long term strategic decisions and reacting to global opportunities
and risks that occur unexpectedly. The list below presents the main risks: Economic
risk, environmental risk, geopolitical risk, societal risk, technological risk
There are two reasons for country’s to trade:
The theory of comparative advantage: This theory suggests that trade
between countries takes place because one country is able to pro- duce a
product at a lower price than is possible elsewhere. So, a country is able to
produce a product at lower costs than when it is produced somewhere else.
International product life cycle:
o Sustained period of investment: Leads to lower operating costs
o Lower labor cost: Locate manufacturing in country with emerging economy
o Proximity to raw materials: Raw materials are more easily obtained in one
country that another.
o Subsidies to help native industries: Government subsidies a certain
product in a country.
o Building expertise in certain key areas: Start to invest time and money so
a country can produce at lower costs
There are 12 fundamental requirements to
gain competitive status. The 12 pillars of
competitiveness are split into three stages
Barriers to world trade
Tariff barriers (Amount reduced): Direct
taxes and charges imposed on import, easy to
administer, straightforward.
• Specific: Charges are imposed on particular
products either by weight or volume and usually stated in the local currency.
• Ad valorem: A straight percentage of the import price.
• Discriminatory: In this case the tariff is charged against goods coming from a
particular country, either where there is a trade imbalance or for political purposes.
Non-tariff barriers (Amount increased): Increased government participation in
trade -> Used to gain competitive advantage. Customs entry procedures -> Lots of
administration work, long procedures.
• Quantitative restrictions ->Trade barriers that impose a numerical limit on the
quantity of a good that may be imported or exported) Examples of this are
