Resume
Samenvatting International Marketing
- Cours
- International Marketing
- Établissement
- Arteveldehogeschool (Artevelde)
Samenvatting van het van International Marketing, gemaakt met de dia's van de docent en de lesopnames
[Montrer plus]
1 vérifier
Par: MargauxBeerts1 • 2 année de cela
Aperçu du contenu
INTERNATIONAL MARKETINGContent
Content ................................................................................................................................. 1
What’s in a name................................................................................................................... 4
International Marketing .......................................................................................................... 4
International marketing: 5 decisions ...................................................................................... 4
CASE: Albert Hein ................................................................................................................. 5
Albert Hejin Positioning...................................................................................................... 5
Assortment ........................................................................................................................ 5
Merger ............................................................................................................................... 5
CHAPTER 1 – GLOBAL MARKETING .................................................................................. 6
International business ........................................................................................................ 6
Internationalization vs Globalization ............................................................................... 6
Global marketing ........................................................................................................... 6
EPRG Framework.......................................................................................................... 6
Globalization vs Localisation ............................................................................................. 8
CASE: Henkel – Persil Black/Abaya .............................................................................. 9
CASE: McDonalds ......................................................................................................... 9
Glocalization .................................................................................................................. 9
The global marketing concept ...........................................................................................11
Global marketing definition ...........................................................................................11
CHAPER 2 – DECISIONS TO INTERNATIONALIZE (International Analysis) ......................12
Global Marketing in the firm ..............................................................................................12
Global Marketing Decision Model .................................................................................12
Should the company internationalize at all? ..................................................................15
Global Marketing concept .............................................................................................16
Forces for global integration & market responsiveness .................................................18
Value Chain: a framework for identifying international competitive advantage ..............18
Initiation of internationalization..........................................................................................18
Introduction ...................................................................................................................19
Internationalization motives ..........................................................................................19
Triggers of export (change agents) ...............................................................................23
SME’s: Start of internationalization ...............................................................................23
Barriers and risks ..........................................................................................................25
Internationalization theories ..............................................................................................27
The Uppsala internationalization model .......................... Error! Bookmark not defined.
The Transaction Cost Analysis (TCA) model ................................................................27
The network model .......................................................................................................27
Born globals..................................................................................................................27
1
,CHAPTER 3 - External analysis & Market selection .............................................................28
Global market research ....................................................................................................28
Information is the key....................................................................................................28
Link between global market research and the decision-making process .......................28
Secondary and primary data: overview .........................................................................28
The International Market Selection process (IMS) ............................................................29
International Market Selection ......................................................................................29
SME’s versus LSE’s .....................................................................................................29
The IMS strategy of SME’s ...........................................................................................29
Building a model for International Selection ..................................................................30
CHAPTER 4 - External analysis DESTEP ............................................................................42
DESTEP: Demographic factors ........................................................................................42
Demographic influences ...............................................................................................42
DESTEP: Economic factors ..............................................................................................42
Economic development ................................................................................................43
Exchange rates.............................................................................................................45
Trade policy ..................................................................................................................47
Regional economic integration ......................................................................................49
DESTEP: Socio-cultural environment ...............................................................................52
What is culture? ............................................................................................................52
Classification of culture .................................................................................................54
Elements of culture to be researched............................................................................61
DESTEP: Technological factors........................................................................................65
Global internet usage....................................................................................................65
Search engines used worldwide ...................................................................................65
DESTEP: Ecological factors .............................................................................................66
Geography....................................................................................................................66
Climate .........................................................................................................................66
DESTEP: Political/legal factors .........................................................................................66
Type of government ......................................................................................................66
Pressure groups ...........................................................................................................67
Boycotts........................................................................................................................67
Legislation ....................................................................................................................67
CHAPTER 5 – How to create and develop competitive advantage in the international
market? ................................................................................................................................68
Macro level National competitiveness ...............................................................................68
Porters’ Diamant ...........................................................................................................68
Related & supporting industries ....................................................................................69
Firm strategy, structure & rivalry ...................................................................................69
Government ..................................................................................................................70
Chance .........................................................................................................................70
2
, Conclusion ....................................................................................................................70
Exercise........................................................................................................................71
MESO level Competitiveness in an industry .....................................................................72
Porter’s 5 forces ...........................................................................................................73
Intensity of rivalry / Market competitors .........................................................................73
Bargaining power of suppliers .......................................................................................74
Bargaining power of buyers/customers .........................................................................74
Threat of substitute products/services...........................................................................75
Threat of new entrants ..................................................................................................75
Conclusion: Porter’s 5 forces ........................................................................................76
Exercise: Coca Cola .....................................................................................................76
Micro level: competitiveness on customer level ................................................................77
Two fundamental sources of competitive advantage.....................................................78
Blue Ocean vs. Red Ocean strategy .............................................................................78
CHAPTER 6 – Market Approach ..........................................................................................80
Segmenting – targeting – positioning ................................................................................80
Micro segmentation ......................................................................................................80
Target market strategies ...............................................................................................80
Product positioning .......................................................................................................83
Market entry strategies .....................................................................................................85
Alternative Market Entry Modes ....................................................................................85
Export modes ...............................................................................................................86
Contractual modes........................................................................................................87
Investment modes ........................................................................................................88
Adapting the Marketingmix ...............................................................................................88
Place (Distribution) .......................................................................................................88
Product .........................................................................................................................93
Price ...........................................................................................................................106
Promotion ...................................................................................................................113
3
, What’s in a name
"At its simplest level, international marketing involves making one or more marketing mix
decisions across national boundaries.
At its most complex level, it involves establishing manufacturing facilities overseas and
coordinating marketing strategies across the globe.”
Doole and Lowe (2001)
International Marketing
Find international customer needs and satisfy them better than the competition.
Important questions:
- Is this 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?
International marketing: 5 decisions
1. Whether to internationalize
2. What markets to enter
3. Market entery strategies
4. Designing the International Marketing Plan (IMP)
5. Implementing & coordinating the IMP
4
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur Jos3. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €4,99. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
80796 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans