Market Entry Strategy and Designing the Marketing Programme

at target markets: A Case of Selected Company

and Selected Markets (special focus V4 countries)• Team project work and presentation: submitting the project

December,4, 2012, presentation December 11, 2012

• The first step is to decide on company involved somehow in internationalization (any company, any industry, any country of origin)

• The second step is to decide on target markets which you will include in your project analysis

Structure of the project

• Facts and Figures about the company and its involvement in the processes of

internationalization

• Marketing Programme at target markets (A,B,C): Selected Case Studies including country/market profile analysis (max. 3 cases)

• Scientific debate and conclusion

Cultural analysis Economic analysis

Market audit

PositioningProduct, Price,

Place, Promotion

Implementation

Marketing Programme at target markets (A,B,C): Selected Case Studies ...

Scientific debate and conclusions I.

• Interdisciplinary approach aimed at critical thinking of the project team in order to reduce the distance between theory, business life, science and customers.

Participative methodology is very welcome (besides the secondary market research, if appropriate, small survey, primary market research, panel discussion, interviews, observation you can organize)

Minimum 10 sources of information!Primary or secondary data

Scientific debate and conclusions II.

• Competition analysis• Theoretical and

research findings related to the project

• Press release and

customer feedback

(media + customers)

• Reflections of project team and

recommendations!

How to work effectively?

• Specify the responsibility of each team member!• Do not forget references!• Make your presentation attractive:

– Add promotion material– Organize testing, sampling, if it is possible– Do not read your presentation (15-20 minutes)

• Prepare ppt presentation and delivery the paper version of the project until the deadline!

What you need to know at the beginning:Decision making process in international business

– Go abroad or stay at the home market

– Where to go: Which market to enter?

– How to go: Mode of entry

– What to do: What kind of marketing program

– How to manage it: Implementation and control