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7.10.09

Wellcome to Course AI213VInternational Industrial

Marketing Day 1

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Introduction

• Aime of the Course.

• Examination

• Individualwork or groupwork in small grops

• Lectures

• Questions and answers

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Examination

1. Written assingment

Way I want to take this course” ½ - 1 page

1 point

2. Outline of marketing plan, including product and/or service presentation and market segment. 2-3 pages. 2 points.

3. Written examination – 5 points

4. Marketing plan (complete) 10 – 15 pages. 7 points

Total 15 points. Scale A – F

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 What is International marketing?

The three main areas to focus on

1. Border between countries

2. Market situation in different countries

3. The interaction with business environment

All marketing is local -

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• The international Focus for new company,- Way?

• 1. Need to create economy of scale

• 2. Develop brand awareness before competitors

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Market/product matrix

PenetrateOld Market

Old product

Product development

Market expansion

New product

New Market

Diversification

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Examples

• Time,

Idea, market research, product development, advertising, sales, after sales ….

• What the company can control

Un controllable, Environment - economic, legal, geography, religion, weather ….

Controllable, 4-Ps, Product, Place, Promotion, Price.

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Market research

• Present market

• New markets

• Market segmentation

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Customer

• Present customer – New customers

• Persons,

• Families

• Industrial

• Distributors

• Market segmentation.

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Use of focus

• Then in real live the marketing managers have to combine all this ad new dimensions and may be omit others that don’t support the present task.

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Work schedule for marketing plan

• Developing marketing strategies and plans

• Capturing marketing insights and performance

• Connecting with customers

• Building strong brands

• Shaping the market offerings

• Delivering and communicating value

• Creating successful long-term growth

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The marketing plan

• 1 Executive Summary

• 2 .0 Situation Analyses

• 3.0 Marketing Strategy

• 4.0 Financials

• 5.0 Controls

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 The marketing plan

• 2 Situation Analyses

• 2.1 Marker Summary

• 2.2 SWOT Analysis

• 2.3 Competition

• 2.4 Product offering

• 2.5 Keys to success

• 2.6 Critical Issues

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The marketing plan

• 3.0 Marketing Strategy

• 3.1 Mission

• 3.2 Marketing Objectives

• 3.3 financial Objectives

• 3.4 Target Markets

• 3.5 Positioning

• 3.6 Strategies

• 3.7 Marketing Mix

• 3.8 Marketing Research

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The marketing plan

• 4.0 Financials

• 4.1 Break-Even Analysis

• 4.2 Sales Forecast

• 4.3 Expense Forecast

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The marketing plan

• 5.0 Controls

• 5.1 Implementation

• 5.2 Marketing Organization

• 5.3 Contingency Planning

•  

• This course will motivate you to learn how to write a marketing plan.

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Why international trade

• Absolute advantages

• Relative advantages Richardo

• Development of skills

• This will be covers in detail during day 2

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What is a market

• Boarder between counteries

• What is a boarder?

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The border between countries

• Duty

• Currency

• Taxes

• Documentation

• Content regulations

• Standards formal/informal

• Tastes and habits

• Unknown