Summary The challenges of international marketing: how to adapt strategies to foreign markets
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Course
International marketing
Institution
IDRAC (IDRAC)
The course deals with international marketing, with a focus on key concepts, business strategies, and the challenges associated with globalization. It also explores the 4 main business strategies in international marketing, the international marketing environment, export analysis, methods of enteri...
International
Marketing
Entry mode and international strategy
AMOR BK
, What is Marketing ?
« Putting the right product in the right place, at the right price, at the right time. »
Marketing is the management process through which goods and services move from concept
to the customer.
International Development is becoming increasingly important : the world is
getting smaller :
The electronic revolution has contributed greatly to the shrinking of our world.
It would now take us only a few minutes to search the entire world through the web to find
the best producers for the goods and services we want, place order and pay for them !
Markets internationalization :
The growth of International Business activity coincides with the broader phenomenon of
Globalization of markets.
The globalization of markets refers to the ongoing economic integration and growing
interdependency of countries worlwide !
Globalization leads to compression of time and space.
It allows many firms to internationalize.
It has increased the volume and variety of cross-borders transactions in goods,
services and capital or production flows.
It has also led to more rapid and widespread diffusion of products, technology and
knowledge worldwide, regardless of origins !
- Privatisation: (privatisation des entreprises publics pour de nouveaux marchés) :
Big public companies go private and open new markets.
- Deregulation: (assouplir certaines lois) :
Countries loosen some laws for greater competition...
One global market, less protection and competition from domestic AND foreign brands!
- International Retailers Networks (réseaux de détaillants) :
E-marketing, e- business (Retailers are everywhere, either through physical or digital shops)
EX: Carrefour, Zara, Amazon, Ikea…
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