institute of co operative 1

8/3/2019 Institute of Co Operative 1

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INSTITUTE OF CO-OPERATIVE

MANAGEMENT

PRESENTATION ON:-

INTERNATIONAL MARKETING

SUBMITTED TO :- SUBMITTED BY:-

PROF. SHAIZAL BATRA ANSHUMAN DUBEY


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CONTENT

Introduction

Definitions Major decisions in International Marketing:

Factors That Reinforces Int. Market

Process:

How To Enter Int. Market / Scope :

Int. Environment Affects Int. Marketing

Need/Factors For Int. Market

Importance of Int. Marketing

Problems of Int. Marketing

Conclusion


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INTRODUCTION

AIM & OBJECTIVES :-

A clear understanding of the basic concepts ofinternational business/global business

management, in the light of the business scenarioin this 21st century globalized businessenvironment. Why global business is studied as adifferent field, yet encompassing itself into thebody of marketing management.

Understanding of the complex and a dynamicdefinitions related to international marketing/ tradeetc.


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CONTD.. Focus on managing international business, operational as

well as strategic.

Understanding the macro international business environment,strategies to enter foreign market.

Understanding of the global business policy and regulatorymeasures in the light of emerging markets.

Understanding the concept of international trade, balance oftrade and balance of payments etc..

Understanding the concept of globalization & why it is

important and its definition.

Overall competitive scenario, when markets and business

worldwide are facing a paradigm shift from monopoly to

oligopoly


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DEFINITIONS:-

International Marketing is the performance of business

activity that direct the flow of goods & services to theconsumers or users of more than one nation.

International Business is the field of study that concerns

itself with the development, strategy and management ofmultinational enterprises in the global context of complex anddynamic business environments.

International Traderefers to trade betweencountries/nations/states.It is always compared with inter-regional trade- meaning trade between different regions withinthe same country.

.


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CONTD..

Domestic marketPart of a nations internal market

representing the mechanism for issuing and trading securities

of entities domiciled within that nations.


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MAJORDECISIONSIN INTERNATIONALMARKETING:

The Major decisions are encircled as a step bystep calibrated process:

Deciding whether to go abroad?

Deciding which market to enter? Deciding how to enter?

Deciding on the marketing program?

Deciding on the marketing organization?


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PROCESS:

MOTIVATION FOR INT. MARKETING.

(GROWTH, PROFITABILITY, RISK SPREAD,ETC.,)

S.W.O.T ANALYSIS.

DECISION TO ENTER INT.MARKETS.

INT. MARKETING DECISION.

(MARKET IDENTIFICATION,ENTER MODE

SELECTION, DISTRIBUTION CHANNEL,ETC.,)

ENTER INT. MARKETS.

REVIEW PERFORMANCE.

CONSOLIDATE MARKETING EFFORTS TO GLOBALMARKETING


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HOW TO ENTERINT. MARKET/ SCOPE :

Exporting

Export excess capacity

Simplest, most direct

Licensing/joint ventureFirm in foreign market produces, distributes

Subsidiaries(Sub-contracting)

Partly own firm in foreign market

Multinational(F.D.I.)

As foreign investments grow, firm loses home countryidentity

Mergers & Acqcusition


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INT. ENVIRONMENT AFFECTS INT.MARKETING

Physical Environment Climate, topography, resources, etc.,

Economic Environment

Population, industry structure, stage of development

Lack of wholesalers in developing countries Political-Legal Environment

Advertising restrictions

Tariffs/non-tariff barriers

Patents/Trademark protection

Cultural Environment

Language, Attitudes, Time Concepts,

Space Concepts


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NEED/FACTORSFOR INTERNATIONAL MARKETING:


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BUSINESS FACTORS:

Profitability

Achieving Economies of Scale

Growth Factors

Marketing due to life-cycle

Uniqueness of Product / Services

Access to imported inputs

Spreading R and D cost


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COMPETITIVE FACTORS/ OTHER FACTORS:

The companys domestic market might be attacked

by global firms offering better products or at lowerprices.

Counterattack by the domestic firm in thecompetitors home market.

Company discovering, some markets presentinghigher profit opportunities than the domesticmarket.

Company wanting larger customer base in order toachieve economies of scale.

Company wanting to reduce dependence onanyone market.

Reducing risk


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IMPORTANCE OF INT. MARKETING

A high rate of economic growth.

To earn valuable foreign exchange.

Helps in economic development of country.

Optimum exploitation of natural resources.

Economical utilization of the capacity. Tap foreign markets for boosting up sales.

Expanding product life cycle for survival,if in decline stage

Desire to introduce new product to enter in foreign market

with latest technology.


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PROBLEMS OF INT. MARKETING

Regulatory measures.

Restrictions and barriers.

Economic unions.

Procedural difficulties. Inflation high prices & black marketing.

Different trade patterns.

Social & cultural differences.


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CONCLUSION

Identifying needs & wants of customers in Int. markets.

Taking market mix decision related to product, pricing,distribution & communication keeping in view the diverseconsumer & market behaviour across different countries

Penetrating into int. markets using various modes of entry

Taking decisions in view of dynamic international marketingenvironment. Since the environmental challenges arebeyond the control of a marketer,

The key to success in international markets lies in

responding competitively by adopting an effectivemarketing strategy


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