INTERNATIONAL MARKETING STRATEGIES I - campus-ipac
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INTERNATIONAL MARKETING STRATEGIES I- Exam – 20’ 2- Lesson- 2h00 3- Research – 45’ 4- Study Project Definition 20 ‘ 1 INTERNATIONAL MARKETING STRATEGIES Learning objectives • Nature and types of MKT for SME • Different strategies and mindsets of SME • Understand factors affecting strategic MGT • Be able to evaluate the factors for success and failure 2 FRANCE’s exportations • 63% of trade in Europe • Increase its business with China, Russia and India • 79% of SME for 15 % of the total exportation 3 INTERNATIONAL MARKETING STRATEGIES 4 INTERNATIONAL MARKETING STRATEGIES 5 INTERNATIONAL MARKETING STRATEGIES 6 INTERNATIONAL MARKETING STRATEGIES 7 INTERNATIONAL MARKETING STRATEGIES 8 INTERNATIONAL MARKETING STRATEGIES Motivation – Reactive stimuli • Adverse domestic market conditions • Availibility of production capacity • Favorable currency movements • Increase # of country markets and reduce market-related risk • Unsolicited orders from overseas customers 9 INTERNATIONAL MARKETING STRATEGIES Motivation – Proactive stimuli • Attractive profit and growth opportunity • Ability to easily modify products for export markets • Public policy programmes for export promotion • Foreign country regulations • Possession of of unique product • Economies resulting from additional orders 10 INTERNATIONAL MARKETING STRATEGIES Barriers to internationalization • Shortage of working capital • Shortage of financial capital • Inadequate knowledge of overseas markets • Lack of managerial time, skills and knowledge 11 INTERNATIONAL MARKETING STRATEGIES Table 5.1 - Comments 12 INTERNATIONAL MARKETING STRATEGIES Strategies for international business Standardization Adaptation 13 INTERNATIONAL MARKETING STRATEGIES Standardization = A unique version of a product 14 INTERNATIONAL MARKETING STRATEGIES Standardization Why standardizing? • Price • Multinational consumers • Industrial product • One-shot export • Limited resources 15 INTERNATIONAL MARKETING STRATEGIES • Economy of scale • Consumer habits • Does not take into consideration cultural differences, purchasing power… • Process planification and control 16 INTERNATIONAL MARKETING STRATEGIES INTERNATIONAL MARKETING STRATEGIES Adaptation Adaptation, to its extreme extend, is to create a unique version of a product for a unique market/segment INTERNATIONAL MARKETING STRATEGIES Commercial adaptation • Consumer habits • Preferences and taste • Purchasing power • Education level 19 INTERNATIONAL MARKETING STRATEGIES Technical Adaptation • Custom regulations • Local professional certifications • National Standards = voltage • Technical regulations INTERNATIONAL MARKETING STRATEGIES Why adapting • Different usage • Purchasing power difference • Laws • Lots of ressources • Important competition • Culture DEVELOPPEMENT INTERNATIONAL Boris CREY • 22 INTERNATIONAL MARKETING STRATEGIES DEVELOPPEMENT INTERNATIONAL Boris CREY 23 INTERNATIONAL MARKETING STRATEGIES DEVELOPPEMENT INTERNATIONAL Boris CREY 24 INTERNATIONAL MARKETING STRATEGIES DEVELOPPEMENT INTERNATIONAL Boris CREY 25 INTERNATIONAL MARKETING STRATEGIES Distribution 26 INTERNATIONAL MARKETING STRATEGIES http://freebeer.org/blog/ DEVELOPPEMENT INTERNATIONAL Boris CREY 27 III- Steps to master export French Support Organizations • La DRCE (Direction des Relations Economiques Extérieurs) • La DGDDI (Direction Générale des Douanes et des Droits Indirects) • UBIFrance • La COFACE (Compagnie Francaise d’Assurance pour le Commerce Extérieur) • Les CCI (Chambre du Commerce et de l’Industrie) • Les CCIFE (CCI Francaise à l’Etranger) • Les Organisations Professionnelles • Les Conseillers du Commerce Extérieur de la France • OSEO DEVELOPPEMENT INTERNATIONAL Boris CREY 28
