international marketing environment.pptx

7/27/2019 International marketing environment.pptx

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By : Akhil Awasthi

MBA (retail management)

Roll no: 15003

INTERNATIONAL MARKETING

ENVIRONMENT


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INTERNATIONAL MARKETING

"At its simplest level, international marketing involves

the firm in making one or more marketing mix decisions

across national boundaries. At its most complex level, itinvolves the firm in establishing manufacturing facilities

overseas and coordinating marketing strategies across

the globe."


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Its the difference in marketing environment which

may make the international business strategydifferent from domestic marketing .


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FACTORS OF INTERNATIONAL

MARKETING

Controllable factors & uncontrollable factors


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CONTROLLABLE FACTORS

Control will have to be defined with reference to a

company's management. The

company is in a position to control and designmarketing mix elements i.e. product, price,

export to any place by choosing any distribution

channels and follow any promotionalmethods.


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UNCONTROLLABLE FACTORS

Social factors

Political & government factors

Economic factors

Demographic factor

Technological factor


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SOCIAL FACTOR

Language. Will language be a barrier to communication for you? Does your

host nation speak your national language? What is the meaning of your

brand name in your host countrys language?

Customs: what customs do you have to be aware of within the country? This

is important. You need to make sure you do not offend while communicatingyour message.

Social factors: What are the role of women and family within society?

Religion: How does religion affect behaviour?

Values: what are the values and attitudes of individuals within the market?


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POLITICAL & GOVERNMENT

FACTORS The political stability of the nation. Is it a

democracy, communist, or dictatorial regime?

Monetary regulations. Will the seller be paid in acurrency that they value or will payments only be

accepted in the host nation currency?


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ECONOMIC FACTORS

Consumer wealth and expenditure within the

country.

National interests and inflation rate. Are quotas imposed on your product.

Are there import tariffs imposed.

Does the government offer subsidies to national

players that make it difficult for you to compete?


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DEMOGRAPHIC

Size of the population , population growth rate ,

age composition, family size, income level etc.

have very significant implications for business.

Size of the population is an important determent

of demand for many products


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TECHNOLOGICAL FACTORS

The technological infrastructure of the market.

Do all homes have access to energy (electricity)

Is there an Internet infrastructure. Does thisinfrastructure support broadband or dial up?

Will your systems easily integrate with your host

country's?


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The merchant has to seek

the availability of required

type of transport such as sea, air freezer space,

etc.

Cost of transportation.

Competition vis--vis

producers in the importing

country. Competition vis--vis

exporter from the

competing countries.

Competition vis--vis otherexporters from one's own

country.

OTHER FACTORS

Competetion Logistics


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international marketing environment.pptx

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