Summary
International Marketing summary
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Summary of the powerpoints from the lesson, supplemented with notes.
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International MarketingIntroduction and briefinf IMP
Practical information on the course
- Powerpoints in class
- Exam in English
- Evaluation
o 50% intrenational marketing plan
o 50% exam (theory + cases)
Assignment: International Marketing Plan
- Commercial plan most important part of IMP
- See assignment
- Groups
- Belgian company (not in list)
,Chapter 1: Global Marketing
1. The concept: International Marketing
The concept international marketing
- International marketing = the application of marketing principles to more than one
country
- Find international customer needs and satisfy them better than the competition
- Important questions:
- Is it realistic?
- Do you have what it takes?
- Are you doing it for the right reasons?
- Do you know what you’re getting into in terms of competition?
5 questions to ask when going international à 5 decisions
1. Whether to internalise
2. What markets to enter
3. Market entry strategies
4. Designing the international marketing plan (IMP)
5. Implementing & coordinating the IMP
Case AH
How do they position themselves?
- Cheaper level
- Have a strong own brand
- Different products (Dutch products)
What Belgian retailers could you compare them to?
- Quality wise à Delhaize
- Price wise à colruyt
A combination of:
- Broad product offer from the Netherlands
- Response to the local needs of the Flemish consumer
- Accentuate Dutch origins
Differences with other retaileers
- Service very important!
Additional brands
Own brands
- Position them higher than bigger brands
Different product ranges
Do you know any cultural differences?
- Netherland is very direct, Belgian people like it a little calmer
- In Netherlands tv commercial more direct, in Belgium it needs to be adapted
- In Netherlands it is cheaper than in Belgium
- In Belgium more Belgian products instead of only Dutch
- NEED FOR RESEARCH
, Wage cost
- In Belgium products more expensive because of taxes/ wages
Cultural differences
- Choco vs pindakaas
- Bavaria vs jupiler
- Different names for products à translationtags to know what to look for
1.1. International business
- Globalisation vs internationalisation
o Globalisation
§ The change in the world economy to a more interdependent system
§ world becomes one market
§ more interdependent system
§ The trend of firms buying, developing, producing & selling
products/services in most countries and regions of the world.
§ Global economic integration of many formerly national economies
into one global economy.
o Internationalisation
§ The activity of firms on an international scale and the resulting impact
of their activities
§ Active on international scale
§ Response to globalisation
§ International, means between or among nations.
§ International can be limited to a region or a few countries
§ A response to Globalization
- Finding and satisfying global customer needs
- Coordinating marketing activities
- Depends on the global maturity. This world view of a firm’s business activities can be
described with the: EPRG framework
EPRG
- Ethonocentric
o Egocentric but for company
o Only looks at its own à home country is superior
o Products are copy past of home
o Organisation same as in home country
Benefits
o When copy pasting you can save costs (cheaper)
o More control
o One way communication
Downsides
o Miss potential customers (when not adaption)
o No opportunity to learn from other cultures
o Inefficient à decisionmakers need to travel
, Examples
o Nissan
§ Did not take in account other weather conditions
§ Costumers took different care of the care
o Bosch
§ Has the German quality that works (positive ethnocentric)
- Polycentric
o ‘Each country is unique’
o Decision-making: Host country orientation, highly decentralized
o Products & marketing: country-by-country: different conditions for
production and marketing in different locations
o Each national market is distinctive
o Focus on differences between home country & foreign country
o Marketing strategy – Localization / adaptation
o Companies’ basic objective – Public acceptance
o Will try to adapt to different conditions in order to maximize profits in each
location
Benefits
o Better understanding of local needs
o Better exploitation of local market potential
o Easier targetting with local teams
o Maximize profits in each location with specific targets
Downsides
o No economies of Scale
o High cost of local responsive marketing mix
o Lack of coordination & control
o No knowledge transfer between locations e.g. Market Research
Examples
o McDonalds
§ Menu adapted to country
o Rexona
§ Different brand names and packaging in different country’s
- Regiocentric
o The world consists of regions
o These regions will be based on similarities, e.g. BENELUX market, EU, Nafta
o Operational strategies formulated based on the entire region rather than
individual countries.
o Reasons:
§ Easier interaction
§ Some sensitivity towards local
§ Transitional step
Examples
o Coca cola
o TUI
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