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International marketing strategy - Zeer uitgebreid. 1 t/m12
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1.1 Macro, meso en micro omgevingsfactoren selecteren en benoemen (adhv kortepraktijkcase) die van invloed kunnen zijn op een internationaal opererende firma
Macro environment: SLEPTS
- Social/cultural: language, religion, aesthetics, values
- Legal: local domestic law, international law, home domestic law
- Economic: developed economies, emering economies, less developed economies
- Political: Operational restrictions, discriminatory restricstions, physical actions
- Technological: Internet, satelite, WWW
- Sustainability
Meso environment: Porters 5 forces
- Competitive rivalry The number and strength of the competitors
- Supplier power How easy it is for suppliers to increase their prices
- Buyer power How easy it is for your buyers to drive your prices down
- Threat of substitution The likelihood for your consumers of finding a different way
of doing what you do
- Threat of new entry Your position can be affected by people’s ability to enter your
market
Micro environment: 7s McKinsey
- Hardware of successful management: Strategy, structure, systems
- Software of successful management: Style, staff, skills, shared values
1.2 Het verschil uitleggen tussen export marketing, international marketing en global
marketing
- Export marketing: The firm markets its goods/services across national boundaries.
- Internationsal marketing: The firms’ marketing activities include activities, interests
or operations in more than one country and where there is some kind of influence or
control of marketing activities from outside the country which the goods/services will
actually be sold.
- Global marketing: Whole organization focusses on selection and exploitations of
global marketing opportunities around the globe, with the objective of achieving a
global competitive advantage.
1.3 Uitleggen waar een succesvolle internationale strategie vanaf hangt
Manage, learn and be proactive about the global marketplace at micro and macro level.
, 1.4 De stappen van het internationale marketingplanningsproces op hoofdlijnen
uiteenzetten
1. Stakeholders expectations
2. Situation analyses
3. Resources and capabilities
4. Corporate aims and objectives
5. Marketing strategies
6. Implementation of the plan
7. Control and feedback
2.1 Uitleggen welke factoren/krachtenvelden internationale handel beïnvloeden
- Tariff barriers
- Non-tariff barriers
- World trading blocs
o EU: European Union
o BRIC: Brazil, Russia, India China
o NAFTA: North American Free Trade Area
- World trading orginizations
o IBRD: International Bank for Reconstruction and Development
o IMF: International Monetary Fund
o WTO: World Trade Organization
2.2 De rollen benoemen van wereld handelsorganisaties die de wereldhandel
stimuleren
IBRD – International Bank for Reconstruction and Development
Vital source of financial and technical assistance to developing countries around the world.
They help governments in developing countries reduce poverty by providing them with
money and technical expertise they need for a wide range of projects.
IMF – International Monetary Fund
Main function is to provide short-term international liquidity to countries with a negative
balance of payments, enabling them to continue to trade internationally.
WTO – World Trade Organizations
The aim of the WTO is to promote a free market international trade system. It promotes trade
by:
- Working to reduce tariffs
- Forbidding import/export bans and quotas
- Eliminating discrimination against foreign products and services
- Eliminating other obstacles to trade, commonly known as non-tariff barriers
2.3 Het begrip en het ontstaan van tariffs uitleggen
Tariffs are direct taxes or charges on import. Countries use this to protect their own economy
and workforce.
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