I^ WG – Who we are?

Present your Firm Case • Who you are • What do you do • Where • What is your market organization • What are your distinctive factors • What positioning

Forward to loretta.battaglia@unimc.it

I b^ GW – «How we are» in the market place – SWOT Analysis

Evaluate your Strenghts and Weaknesses

– Results – capabilities – Tangible ressources – Intangible ressources – Weaknesses – ………………….

– organisation – professionalism – Strategy – Differences amnong

geography – ..................................…

• Company analyses and description

I b^ GW – How we are in the market place – SWOT Analysis

• Strenghts • Weaknesses

• Threats • Opportunities

From INSIDE

From OUTSIDE

Analysis (in Group) of a successful company that operates in international markets, discussion and presentation of the SWOT Analyses (29/3) GW1

GW 1 – part b • Market analysis to find out opportunities and

threats • SWOT Analysis • Identification of new geography where to invest

in accordance with – Market characteristics – Sector structure – Competitors’ behavior – Firm’ international strategy

29/03/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 24

TECNOLOGY INFRASTRUCTES

ECONOMY

LAW

S AN

D RE

GULA

TIO

NS

CULTU

RE - DEMO

GRAPHY - ENVIRO

NM

ENT

A = OUR FIMR

F = SUPPLIER

B = COMPETITORS

DISTRIBUTION/ RETAIL

C=CONSUMERS

INTERNAZIONALIZ.

..Analyses

OTHER ACTORS

Micro

Micro E

Broader Environment TECNOLOGY INFRASTRUCTES

ECONOMY

LAW

S AN

D RE

GULA

TIO

NS

CULTU

RE - DEMO

GRAPHY - ENVIRO

NM

ENT

A = OUR FIMR

F = SUPPLIER

B = COMPETITORS

DISTRIBUTION/ RETAIL

C=CONSUMERS

INTERNAZIONALIZ.

..Analyses

OTHER ACTORS

The marketing environment

Figure 6.1 Dimensions of a local marketing environment - Usunier

Source of information 1

National statistics sources • www.istat.it • www.censis.it • Ministries and their departments/ operating companies (ICE)

National and International Trade Associations For Italy • www.confcommercio.it • www.infocamere.it • www.confindustria.it • www.confartigianato.it

Business and Regional Associatiationa • Camera di commercio (CCIA) • Regione • Provincia • Departments

Source of information 2

International Magazines and Newspaper • National Economic Newspaper (DataBases, Banque des Donnes) • www.ilsole24ore.it • Fortune • FinalcialTimes (www.ft.com)

International research companies • www.gfk.com/it • www.acnielsen.it • www.gfkiha.com • www.economist.com • www.eiu.com • www.mcKinsey.com

Source of information 3

Legislative framework and rules of the country Business Rules • http://europa.eu • National Goverment

• http://www.oecd.org (global statistics)

Source of information 4

Search engines in the web • www.google.it e .com • www.yahoo.it e .com • Word Bank Limited,

http://www.wordbank.com/it/index2.html • World Trade Organization:

http://www.wto.org/english/thewto_e/minist_e/min03_e/brief_e/brief24_e.htm

• ALIBABA.COM http://country.alibaba.com/profiles

• Ice www.ice.it

Evaluate your Strenghts and Weaknesses

– Results – capabilities – Tangible ressources – Intangible ressources – Weaknesses – ………………….

– organisation – professionalism – Strategy – Differences amnong

geography – ..................................…

• Company analyses and description

Evaluate Opportunities and Threats

– competitors – Clients and Final Consumers – Suppliers – Retailers/ Distribution System – Prices – ………….

• Data and information relate to micro and broader environment relevant to the business

– competitiveness – Culture specific – Law and Regulation – Business practices – Patents – technology – ..................................…

… so we evaluate «How we are» in the market place

• Strenghts • Weaknesses

• Threats • Opportunities

From INSIDE

From OUTSIDE

SWOT Analysis

S.W.O.T. Analysis

Opportunities evaluation

S.W.O.T.

strenghts faults

threats opportunities

What do we focus on? In which KFS to we invest

OUTSIDE

INSIDE

S.W.O.T. Decisional Matrix

S

W

DEG

REE

OF

KEY

CHAR

ACTE

RIST

ICS

IMPORTANCE

DISTINCTIVES ADVANTAGES

CRITICAL CHARACTERISTICS

ADDITIONAL ADVANTAGE

NEGLIGIBLE FEATURES

HIGH LOW

SWOT ANALYSIS STRENGHTS • xxxxxx

WEAKNESSES • xxxxx

OPPORTUNITIES

XXXXX

THREATS

XXX

S.W.O.T. Decisional Matrix

ADDITIONAL ADVANTAGE

• xxxx

DISTINCTIVES ADVANTAGES

• xxxxx

NEGLIGIBLE FEATURES

xxxx

CRITICAL CHARACTERISTICS

xxxxx

S

W

DEG

REE

OF

KEY

CHAR

ACTE

RIST

ICS

IMPORTANCE HIGH LOW

How do we work (assignment) • Development in Group of the International Marketing

Plan of a Business Case – Analysis (in Group) of a successful company that operates in

international markets, discussion and presentation of the SWOT Analyses (29/3) GW1 (a, b)

– Research, analysis and selection of international markets to enter, opportunity assessment, decision matrix and selection of the Country (11/4) GW2

– Decision: objectives definition and choice of international marketing strategy: entry mode and distribution, product and brand for the international market, pricing, communication GW3 (12-13/4)

– Resources needed – Final International Plan in PPT format GW4 (TBD)

[score = 70% of the exam (20/60 hrs)

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