internationa marketing

8/9/2019 internationa marketing

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International Marketing

Course Instructor:

Prof Rajat Gera

Associate Professor,

Institute of Management Technology Ghaziabad,

Ghaziabad, UP, India 2!!

COURSE INTRODUCTION:

This case course e"#lores the dimensions of successful international and global mar$eting of

firms% Managerial actions are based on totally different assum#tions and conce#tual

frame&or$s% The business &orld is increasingly becoming globalized and mar$eting

#rofessionals need to understand the factors leading to globalization &hich create o##ortunities

and threats for industries and firms &hich can be le'eraged for strategic ad'antage % Its

im#erati'e that mar$eting e"ecuti'es incor#orate a global #ers#ecti'e &hile formulating

domestic and international mar$eting strategies and #lans% Understanding cross cultural and

cultural dimensions of business and mar$eting #roblems is increasingly becoming im#ortant%

The course on International Mar$eting aims to address global issues and de'elo# $no&ledge

and com#etencies rele'ant to all international business e"ecuti'es%

This course &ill study international mar$eting from an integrated 'ieoint &ith a focus on

strategic ad'antage% The material &ill integrate o#erations, mar$eting, strategy, information

technology and organizational issues% This course re(uires a basic understanding of mar$eting

conce#ts and is intended to hel# students de'elo# a career in international mar$eting and)or

disco'er entre#reneurial o##ortunities.

COURSE OBJECTIVES:

!% To #resent a cohesi'e, substanti'e #ers#ecti'e on the conce#tual and managerial

nuances of the business mar$eting field%

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2% To com#are and contrast domestic and international mar$eting techni(ues and

strategies%

*% To #ro'ide an understanding of the internal and e"ternal 'ariables influencing the

de'elo#ment and e"ecution of mar$eting strategies in the international en'ironment%

+% To focus on s#ecific changes in su##ly management and ho& they ha'e altered the

#ur#oses and methods of international mar$eting%

% -earn about the elements of the mar$eting management #rocess, the basic com#onents

of mar$eting #rograms, and the interaction of mar$eting &ith other functions of the

organization%

.% Understand the role of mar$eting managers and ho& to a##ly mar$eting conce#ts to a

&ide range of management and international situations%

/% Ac(uire analytical s$ills to define mar$eting #roblems, identify o##ortunities, and

inter#ret their im#lications for decision0ma$ing in a global mar$et#lace%

1% A##ly both (ualitati'e and (uantitati'e tools to mar$eting #roblems%

% 3e'elo# #ractical communication s$ills by using #ersuasi'e arguments in su##ort of&ell0grounded mar$eting actions%

Learning OutcomesAfter you ha'e com#leted this course, you should be able to4

! To recognize cultural differences in 'arious global regions and their effect on the mar$eting

strategy and #lan% 5ou &ill be able to analyze cultural differences in terms of o##ortunities and

inherent ris$ in conducting mar$eting acti'ities and ac(uire s$ills in segmenting global mar$ets%

5ou &a to dra& insights about ho& and &here #roducts are #urchased and used by consumers

in other countries%

2 Recognize the forces underlying the de'elo#ment of international business, and the uni(ue

challenges that e"ist &hen entering the global mar$et#lace, and ho& to understand and

o'ercome them%*% 2% *%3emonstrate an understanding of the major differences bet&een national

and international mar$eting #lanning%

+% A##reciate the role of international mar$et research in decision ma$ing%

% Identify the major methods of foreign mar$et entry%

.% Recognize those factors &hich distinguish the mar$eting mi" for o'erseas mar$ets as

o##osed to domestic mar$ets%

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/ % Understand the im#lications of international mar$et e"tension &ith regard to organisational

and structural change

1% 6'aluate 7#tions and o##ortunities for com#anies 'enturing into the global mar$et#lace%

% Use a set of analytical tools and techni(ues for understanding global mar$ets%

!% Ado#t a strategic frame&or$ for de'elo#ing international mar$eting #rograms and tactics%

ED!"O"#:

This course &ill ha'e t&o major #edagogical a##roaches4 8!9 case discussions, 829

lectures):once#tual discussions% Through assigned readings, case studies, class discussions,

and lectures, students are e"#ected to de'elo# the s$ills in analyzing situations and formulating

solutions% The course relies hea'ily on real0life case materials% ;tudent #re#aration, #resence,

and #artici#ation are essential for this teaching method to &or$% :ase #re#aration must go

beyond descri#ti'e facts, as &e &ill not ha'e time to e"#lain or reiterate case information in the

classroom% 3uring class discussions, ho&e'er, students should bac$ u# their arguments &ith

case facts%

$% Case DiscussionsThe case method is used e"tensi'ely throughout the course% ;tudy (uestions on each assigned

case are listed immediately follo&ing a brief descri#tion of the case in the 3etailed :ourse

7utline% 5ou are encouraged to form your o&n grou# 8of 20+ students9 and discuss the case

before reflecting on the case assignment

&%Lectures'Discussions: At least * minutes of minutes in each session &ould be for

discussion of conce#ts in'ol'ed% 6ach Grou# Project #resentation &ill be follo&ed by class

discussion on the issues #resented%

COURSE TEXT AND READING MATERIALS:

A te"tboo$ by Masaa$i


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Re(uired :ourse Pac$et of cases and readings &hich &ould be made a'ailable before the

start of the course or you &ould be guided on ho& to access the same%

RE!DIN" !SSI"NMENTS:

:ases and reading assignments from the te"tboo$ &ill be assigned as indicated in the attached

schedule% Reading assignments should be com#leted #rior to analyzing the assigned cases% The

material contained in the readings &ill #ro'ide bac$ground conce#ts and theory that may be most

useful in case analyses and understanding of the conce#ts% The re(uired $no&ledge for the case

analysis may, ho&e'er, not be com#letely ade(uate% The same may be accessed through online

databases &hich are accessible through library% Please contact The -ibrary In :harge for the

same%

OVERVIE( O) !SSESSMENT:

Assessment &ill consist of one #roject re#ort, t&o #roject #resentations, t&o indi'idual class

case #resentations and one end term e"am% The end term e"am &ould be case based% The

case analyses &ill assess your ability to a##ly course conce#ts to managerial situations%

(eig*t Suggeste+ Dea+line

Preliminary Project#resentation and e'aluation ! B ;essions !*0!.

Cinal #roject #resentationand e'aluation

! B ;essions 2*02.

Project Re#ort 2 B ;ession *

:lass case PPT 2B :lass sessions

6nd Term 6"am *B After ;ession *

"rou, ro-ect:!% :om#letion of Grou# Global Mar$eting Plan 0 Graduate ;tudents 8in grou#s of *0+9 must

de'elo# a com#rehensi'e mar$eting #lan for an original #roduct or ser'ice in a country of their

choice% The student &ill research this country and #ro'ide a detailed descri#tion of information

a mar$eter should be a&are of &hen ma$ing decisions in'ol'ing that s#ecific country mar$et%

This research must include the follo&ing4 :ultural analysis, economic analysis, mar$et audit and

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com#etiti'e analysis, and #reliminary mar$eting #lan% The #reliminary mar$eting #lan must be

a##ro'ed by the #rofessor% 7nce #lan has been a##ro'ed, the graduate student must submit

their final mar$eting #lan &hich should be at least 0! #ages ty#ed 8double0s#aced9%

2% Global Mar$eting Presentation 0 Graduate ;tudents 8in grou#s of *0+9 must deli'er an

indi'idual #resentation 8!02 minutes9 &hich utilizes 'isual aids such as Po&erPoint% This

#resentation &ill feature the $ey #oints of the studentDs mar$eting #lan%

*% Global Mar$eting :ase Analysis 0 Graduate ;tudents 8in grou#s of *0+9 must read t&o assigned

case studies and &rite t&o .01 #age 8double0s#aced, ty#ed9 #a#ers analyzing the $ey

Session lan ./0 *ours'12 sessions o3 42 minutes eac*5:

;essionEo

To#ic Time In#uts

;ession!02

:ourseintroduction

F2!1minutes

HA Guide to :ase Analysis

;ession

*0+

Introductionto

Marketing/GlobalMarketing

F2!1

minutes

Creating a Marketing Plan: An Overview

(2564BC)

;ession

;egmenting,targeting and#ositioning

:lass3iscussion4 minutes

R!4 Eote on Mar$eting strategy

:ase4 :itiban$4 launching the credit cardin Asia Pacific

;ession.

7'er'ie& ofglobalmar$eting


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globalmar$eting minutes

+0!9

;ession1

GlobalMar$eting6n'irnmentMacro )Microen'ironment



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!1 minutes

;ession!/0!1

Global#ricingstrategy

:ase andclass3iscussion4!1 minutes


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;ession*

:onclusion

:lassdiscussion minutes

Ceedbac$ and Re'ie&

Recommen+e+ te6t 7ook Rea+ings!% Albaum, G%, ;trands$o', >%, 3uerr, 6%, 3o&d, -% 8!9% Global Mar$eting Management%

Addison0?esley4 Reading, Massachusetts% I;E 02!0 +21*

2% oyd, =%?%J 7r'ille, :%?%J -arreche, >ean0:laude% 8!19 Mar$eting Management4 A ;trategic

A##roach &ith a Global orientation% Ir&in4 Ee& 5or$

*% uzzel, R%3%J uelch, R%A%J arlett, :%A% 8!9% Global Mar$eting Management% :ases and

Readings% *rd ed% Addison0?esley4 Reading, Massachusetts% I;E 02!0*/20!

+% :zin$ota, M%, Ron$ainen, I% 8!+9% International Mar$eting ;trategy4 6n'ironmental

Assessment and 6ntry ;trategies% The 3reyden Press4 Ee& 5or$% I;E 0*01*/*01

% :zin$ota, M%, Ron$ainen, I% 8!*9% International Mar$eting% *R3 ed% The 3ryden Press4 Ee&

5or$% I;E 0*0/./*0

.% 3ahringer, -%, Muhlbacher, =% 8!!9% International Mar$eting4 A Global Pers#ecti'e% Addison0

?esley4 Reading, Massachusetts% I;E 02!0*+0

/% =arris, P%, Moran, R% 8!!9% Managing :ultural 3ifferences4 =igh0 Performance ;trategies for

a Ee& ?orld of usiness% *rd ed% Gulf Publishing :om#any4 =ouston, Te"as% I;E 011+!0

/10N

ro-ect "ui+elines

Collo&ing are the suggested to#ics)sub to#ics for Project re#ort along &ith recommended

(uestions to be ans&ered

The Mar$eting Plan

I% 6"ecuti'e ;ummary

II% 7'er'ie& of the Cirm Mar$eting the ProductA% =istory

!% =o& com#any &as started 8&ho, &hen, &here, ho&, &hy9

2% Gro&th, geogra#hically and fiscally

*% 3escri#tion of resources 8#hysical and financial9 and :7R6 business

+% :urrent mar$ets ser'ed

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a% 0 Re#utation, mar$et share, mar$et #ositioning, com#etiti'e distinctions

b% International or Global mar$et #ositions

% Mission and Oision

:% Goals 85ou may include (ualitati'e, but (uantitati'e goals MU;T be stated9

!% 3omestic

2% International)Global

*% Cor 57UR selected country

3% 3escri#tion of s#ecific goods)ser'ices to be mar$eted 8include a detailed discussion of your

#roduct #ositioning and strategy9

III% Mar$et Analysis

A% Mar$et 3escri#tion

!9 !9 ;ize of Potential Mar$et for your #roduct in your selected country

29 29 Profile of the #ros#ecti'e U56R; of your #roduct in your selected country

*9 *9 :onsum#tion characteristics =o& do they buy ?hen ?here ?hy

8moti'es9Q

+9 +9 Mar$et trends for this or related #roducts 8Eote4 sho& a time analysis of demand for your

category of #roduct or #urchase)consum#tion data that might someho& be correlated to the sale

and consum#tion of your #roduct9%

9 9 Rele'ant data on :ommunications and Trans#ortation 3ata 8E7T64 include only &hat is

rele'ant to reaching your mar$et9

a% A'ailability of cars, truc$s, rail access, air trans#ortation, etc%

b% Mail ser'ice, TOs, #hones, radios, ne&s#a#ers, etc

% :om#etition 83escribe the com#etitors and discuss their strengths, &ea$nesses,

mar$et #ositions9

!9 !9 3omestic 8Are there com#anies &ithin your chosen country that #roduce a

similar #roduct9

29 29 Coreign 8Are there other international or global com#etitors in the mar$et

you are entering

% Mar$et Potential 86ither do a Hto# do&n or Hbottom u# ty#e of analysis to estimateTotal Industry 3emand, your com#anies long range sales #otential, and an actual

;ales Corecast for one, three and fi'e years9%

III% 7#erational Plan

A% Mar$eting 7rientation

!% Mar$et Penetration ;trategy

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a% International, regional, globalJ Globalization 's% -ocalization

b% 6"#orting, -icensing, :ontract manufacturing, Cranchising,multi0national sourcing, etc%

c% Promotion 87utline your #romotional #lan include catalogue sho&s, trade missions, trade

center sho&s, trade fairs, #rint media, TO, radio, direct mail, outdoor ads, #ersonal selling, or

&hate'er is rele'ant to the #romotion of your #roduct9%

3% 3istribution 8Agents and intermediariesJ 3istribution :hannels and Physical 3istribution,

for&arders, shi##ers, ban$s, im#ort agents, distributors, sales offices and branches, salesmen,

sales agents, manufacturers agents %% ?=AT6O6R I; R6-6OAET9%

e% Pricing 8=o& &ill you #rice your #roduct Gi'e #rices relati'e to com#etitors if rele'ant% 3etail

mar$u#s, trans#ortation, tariffs, licensing fees, franchise fees, #romotional fees, insurance costs

if rele'ant%

C :alendar)schedule for acti'ities

G udget for first three years

6% :om#lete #ro0forma income statements for first three years

ROJECT !SSESMENT "UIDELINES

Project is graded using the follo&ing criteria4

Grade Performance

AS, A, A0 Re#ort4

Pro'ide detailed documentation of all facts, effecti'ely defense all reasoning and #ro#osals,

ma$e accurate analyses to all #roblems and issues, and gi'e insightful res#onses to all

(uestions% Cree from fla&ed reasoning, inconsistencies, and unsu##orted conclusions% Utilize

correct #unctuation, #ro#er ca#italization, and #ro'ide a##ro#riate citations 8&here necessary9

for all #arts of &riting%

Presentation4

7rganize and #resent a##ro#riately, clearly and #roficiently for all major #oints, ma$e all slides

#rofessional and readable, deli'er effecti'ely all contents, and finish #resentation on time%

S, , 0 Re#ort4Pro'ide detailed documentation of most facts, effecti'ely defense the majority of reasoning and

most #ro#osals, ma$e accurate analyses to most #roblems and issues, and gi'e insightful

res#onses to most (uestions% =a'e a little fla&ed reasoning, a fe& inconsistencies, and

unsu##orted conclusions% Utilize correct #unctuation, #ro#er ca#italization, and #ro'ide

a##ro#riate citations 8&here necessary9 for most #arts of the re#ort%

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Presentation4

7rganize and #resent a##ro#riately, clearly and #roficiently for most major #oints, ma$e most

slides #rofessional and readable, deli'er effecti'ely most contents, and finish #resentation on

time%

:S, :, :0 Re#ort4

Pro'ide detailed documentation of some facts, effecti'ely defense #art of reasoning and some

#ro#osals, ma$e accurate analyses to some #roblems and issues, and gi'e insightful res#onses

to some (uestions%

=a'e fla&ed reasoning, some inconsistencies, and unsu##orted conclusions% Cail to utilize

correct #unctuation, #ro#er ca#italization, and #ro'ide a##ro#riate citations 8&here necessary9

for #art of the re#ort%

Presentation4

7rganize and #resent a##ro#riately, clearly and #roficiently for some major #oints, ma$e some

slides #rofessional and readable, deli'er effecti'ely some contents, and barely finish

#resentation on time%

3S, 3 Re#ort4

Pro'ide detailed documentation of a fe& facts, effecti'ely defense a minor #art of reasoning and

a fe& #ro#osals, ma$e accurate analyses to a fe& #roblems and issues, and gi'e insightful

res#onses to a fe& (uestions% =a'e considerable amount of fla&ed reasoning, many

inconsistencies, and unsu##orted conclusions% Cail to utilize correct #unctuation, #ro#er

ca#italization, and #ro'ide a##ro#riate citations 8&here necessary9%

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internationa marketing