Welcome to my International marketing strategies. It should include discussion of various tasks related to the marketing and internationalization of companies from a strategic perspective.
Based on an understanding of international marketing textbooks around the party should give increasing international presence by addressing the marketing practices of corporate Korea
International Marketing, as this chapter, fourth edition, trade management consultant, 2003.
Overseas business success know-how (in this chapter, trade management consultant, 2000)
Hyundai-Kia Motors China marketing practices (in another chapter, trade management consultant, 2007)
Based on an understanding of international marketing textbooks around the party should give increasing international presence by addressing the marketing practices of corporate Korea
International Marketing, as this chapter, fourth edition, trade management consultant, 2003.
Overseas business success know-how (in this chapter, trade management consultant, 2000)
Hyundai-Kia Motors China marketing practices (in another chapter, trade management consultant, 2007)
International marketing mix standardization and local adaptation
I. International standardization of the marketing mix
One of the most fundamental decisions in international marketing is the issue of standardization and localization of marketing mix. International Marketing Manager How to market conditions when establishing an international marketing program should decide whether to apply for this program. It is a just a matter of standardization and adaptation of international marketing mix.
To take advantage of economies of scale required to accompany it with a global strategy and standardization of the product and on the other hand feels the need to be localized in order to adapt to different cultural environments in each country.
The main advantage that can be obtained through the standardization of the marketing mix is the ability to reduce costs. This reduction in cost can appear in many forms, such as research and development, purchasing, production, the decrease in inventory costs.
Standardization of international marketing strategy has the advantage that it can achieve economies of scale and synergies by standardizing products, packaging, advertising, etc. around the world. When first developed a standardized product in the world it can be achieved the greater economies of scale in the research and development side. Further, as recent research and development cost increases exponentially in the normalized phase of the research and development is an important cost-saving factor. Through the standardization of products purchased parts can be maintained to a high degree of economy of scale in production, and held in stock. Also, it can bring an improvement in product quality, by producing the global product.
I. International standardization of the marketing mix
One of the most fundamental decisions in international marketing is the issue of standardization and localization of marketing mix. International Marketing Manager How to market conditions when establishing an international marketing program should decide whether to apply for this program. It is a just a matter of standardization and adaptation of international marketing mix.
To take advantage of economies of scale required to accompany it with a global strategy and standardization of the product and on the other hand feels the need to be localized in order to adapt to different cultural environments in each country.
The main advantage that can be obtained through the standardization of the marketing mix is the ability to reduce costs. This reduction in cost can appear in many forms, such as research and development, purchasing, production, the decrease in inventory costs.
Standardization of international marketing strategy has the advantage that it can achieve economies of scale and synergies by standardizing products, packaging, advertising, etc. around the world. When first developed a standardized product in the world it can be achieved the greater economies of scale in the research and development side. Further, as recent research and development cost increases exponentially in the normalized phase of the research and development is an important cost-saving factor. Through the standardization of products purchased parts can be maintained to a high degree of economy of scale in production, and held in stock. Also, it can bring an improvement in product quality, by producing the global product.
The internationalization of companies, that is to say, that a company operates in more than domestic market demand to set up an international marketing strategy. Oppose such extreme strategic choices, the "global" marketing and "local" marketing.
Between these extremes is an approach called "glocal marketing" that is to say, a marketing that is neither completely "global" or completely "local". Some elements of marketing are fairly standardized, while others are more suited to the specific contexts of local markets.
"Global" Marketing is an ambiguous term which means, according to the authors, two different things. For some, the term "global" refers to the means of geographical scope and marketing as well as synonymous with the term "world", the implementation of marketing activities in setting many world markets. Others think the degree of standardization of international marketing activities when they use the term "global". It is this second meaning that is adopted here.
Standardization of marketing programs and actions on several national markets. The term "global marketing" is thus opposed to "local marketing" means of marketing programs and marketing campaigns tailored to each national market environment. The debate between global and local marketing takes place since the 1960s In 1983, a provocative article by Levitt definitely advocating the era of global marketing has increased. According to Levitt, any consumer, regardless of its origin, would be willing to buy standardized products of acceptable quality at low prices. Choose between global, local and global marketing application to assess the advantages and disadvantages of each approach both internally (within the company concerned) and external (the market reaction).
standardized positioning
For other products/services, positioning abroad does not correspond to domestic positioning. Thus, the pasta "Barilla" positioned upmarket in France are found in mid-range in Italy. Similarly, many foreign beer brands, positioned low or mid-range in their country of origin, are positioned in high-end in France.
The chosen positioning logically from all the actions of the international marketing mix. In general, a standard positioning needs standardization of the marketing mix. Conversely, if the positioning is adapted, the mix elements will, a priori, also be.
A tool of international marketing planning
An international planning matrix is a tool that can determine (or describe) the degree of standardization/adaptation of international marketing policy.
To learn how to define your product or service, a marketing perspective, to differentiate yourself on international local markets. You need to understand your offer before making an international market.
To learn how to determine target markets to conquer taking into account the company's resources and objectives of the medium and long-term business.
To find out how a product or service internationally represents a set of attributes and benefits that will mitigate business risk for the buyer or the foreign partner.
WHAT WILL YOU LEARN?
Strategic marketing thinking, allowing you to position and differentiate your business in export markets;
The choice of target markets according to the advantages and benefits that provide the company's products or services;
The dynamics of "risk/benefit" vis-à-vis customers in the context of culture and international affairs.
For other products/services, positioning abroad does not correspond to domestic positioning. Thus, the pasta "Barilla" positioned upmarket in France are found in mid-range in Italy. Similarly, many foreign beer brands, positioned low or mid-range in their country of origin, are positioned in high-end in France.
The chosen positioning logically from all the actions of the international marketing mix. In general, a standard positioning needs standardization of the marketing mix. Conversely, if the positioning is adapted, the mix elements will, a priori, also be.
A tool of international marketing planning
An international planning matrix is a tool that can determine (or describe) the degree of standardization/adaptation of international marketing policy.
To learn how to define your product or service, a marketing perspective, to differentiate yourself on international local markets. You need to understand your offer before making an international market.
To learn how to determine target markets to conquer taking into account the company's resources and objectives of the medium and long-term business.
To find out how a product or service internationally represents a set of attributes and benefits that will mitigate business risk for the buyer or the foreign partner.
WHAT WILL YOU LEARN?
Strategic marketing thinking, allowing you to position and differentiate your business in export markets;
The choice of target markets according to the advantages and benefits that provide the company's products or services;
The dynamics of "risk/benefit" vis-à-vis customers in the context of culture and international affairs.
WHO IS SHE TALKING TO?
Owners and managers of manufacturing companies or small and medium-sized services wishing to expand into a new market;
Owners and managers of businesses wishing to better structure their development on export markets.
Conventional business internationalization motives:
- Saturation of the domestic (household) market;
- The country's balance of payments deficit and government support export and transnational activities;
- The need to develop new markets.
The main stages of the internationalization of business and the corresponding types of companies:
- The exporter;
- International activity;
- Multinational operations;
- A global activity.
Accordingly, international marketing involves questions:
- International markets;
- Multinational marketing;
- Globalization;
- Solutions to market entry;
- Market research;
- Product solutions;
- The entrance to the market tactics.
- Saturation of the domestic (household) market;
- The country's balance of payments deficit and government support export and transnational activities;
- The need to develop new markets.
The main stages of the internationalization of business and the corresponding types of companies:
- The exporter;
- International activity;
- Multinational operations;
- A global activity.
Accordingly, international marketing involves questions:
- International markets;
- Multinational marketing;
- Globalization;
- Solutions to market entry;
- Market research;
- Product solutions;
- The entrance to the market tactics.
It is the ultimate form of business internationalization. Its spread is facilitated by:
- International financial and currency markets,
- World trade system (GATT organization),
- A global "warming" of the political situation,
- Economic growth of individual countries (making them more susceptible to market imports)
- The technology of communications and transport,
- Global competition.
Among the significant advantages of globalization are economies of scale, which often determines the position of the company in the competition. The competitive status in the global business can be estimated using the following matrix position in the international competition:
- International financial and currency markets,
- World trade system (GATT organization),
- A global "warming" of the political situation,
- Economic growth of individual countries (making them more susceptible to market imports)
- The technology of communications and transport,
- Global competition.
Among the significant advantages of globalization are economies of scale, which often determines the position of the company in the competition. The competitive status in the global business can be estimated using the following matrix position in the international competition:
The best position is, of course, the "kings" that gives them the opportunity to expand the business. The worst position for "mediocre" who need a strategy of marketing niches. "Barons" have the opportunity to expand, but are concentrated in a limited number of countries. "Crusaders" while working in many countries, but their position is vulnerable due to the weak product portfolio.
A truly global activity may be based on:
- Technological development,
- Innovation,
- The basic concept,
- Appropriate marketing.
(What is the main demand of the product in major markets, the factors that affect it, how unified consumer needs in different countries, what changes will cost the chain during the transition to a global orientation);
2. What is our best strategy?
3. Can the company implement this strategy?
(If the company has no significant competitive advantage, and the market is already occupied by global competitors, globalization may have little chance of success. In this case, it is necessary to look for a specialized niche and consumer segments with extremely high demands on the service).
A truly global activity may be based on:
- Technological development,
- Innovation,
- The basic concept,
- Appropriate marketing.
(What is the main demand of the product in major markets, the factors that affect it, how unified consumer needs in different countries, what changes will cost the chain during the transition to a global orientation);
2. What is our best strategy?
3. Can the company implement this strategy?
(If the company has no significant competitive advantage, and the market is already occupied by global competitors, globalization may have little chance of success. In this case, it is necessary to look for a specialized niche and consumer segments with extremely high demands on the service).
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