international marketing

1. Analysis of International Marketing
Environment
Unit 3 Chapter 2

2. International Marketing
• Marketing across National Boundaries
• E.g. Coca Cola, Volkswagen etc
According to Nathalie Prime:
• It consists of identifying and satisfying consumers abroad;
• Better than national and international competitors
• Under the constraint of each countries’ environment

3. ….CAUTION!!!!
• Before beginning international marketing one needs to
• Take one of the fundamental steps
• Environmental analysis
Or, else results could be
• Defamation
• Complete sweep out of the company

4. Environmental analysis: tools
 PEST analysis
 SWOT analysis
 Five Force Analysis
 Influence of tariff and non-tariff barriers

5. International PEST analysis
• It would consider:
• How easy will it be to move from purely domestic to
international marketing??
• Nature of competition / likely competition??
• Political Factors
• Economic Factors
• Socio-cultural Factors
• Technological Factors

6. Political Factors
• Political synergy between your countries and the target??
• What is the influence of communities or unions for trading?
– E.g. The European union and its authority over European Laws and
Regulations
• What kind of international and domestic law will your business
encounter?
• Nature of politics?
– E.g. democracy,
• Monetary regulations, like :
– Will the target country pay in their currency or accepted currency?

7. Economic Factors
 What is the level of industrial growth, GDP, etc..?
 What about consumer income?
 Inflation?
 Level of employment?
 National income?
 Exchange rates?

8. Social Factors
• Language:
• Meanings??
• Slangs??
• Role of women/family??
• Religion??
• Values and attitudes??
• Demographics??
• Changing cultural standards??

9. Technological Factors
 Infrastructure of the country??
 Energy??
 Internet infrastructure/ accessibility??
 Integration of your system with the target country??

10. SWOT ANALYSIS
• STRENGTHS
• WEAKNESSES
• Internal Factors
• THREATS
• OPPURTUNITIES
• External factors

11. Strengths
 Marketing expertise??
 Innovative product??
 Quality process??
 Cult Brand??
 Any other aspect of the business that adds value to your
Product or service??

12. Weaknesses
 Lack of marketing expertise
 Undifferentiated product
 Location of your business
 Damaged reputation

13. Opportunity
 Internet Usage???
 strategic
 Void created by ineffective competitior

14. Threats
 Competition old/ new??
 Price Wars??
 Superior access to supply chain by the competitor??
 Taxation

15. The Five Forces are:
 Threats of Substitutes
 The threats from new entrants
 Intensity of competitive rivalry
 Bargaining Power of Customers
 Bargaining Power of Suppliers

16. •Democracy is an egalitarian form of government in which all the
citizens of a nation together determine public policy, the laws and the
actions of their state, requiring that all citizens (meeting certain
qualifications) have an equal opportunity to express their opinion. In
practice.
•Gross domestic product (GDP) is the market value of all
officially recognized final goods and services produced within a
country in a given period.
•Cult Brands: are the brands that dare to be different and celebrate
that difference, and therefore possess the power of the loyalist. for
ex. Apple, Volkswagen, Harley Davidson, Star trek and Benetton.