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Describes in important points how to enter in the market. Six indicators of market potential. Trends in international marketing. Marketing environment. Identifying marketing opportunities and threats.
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INTRODUCTION TO GLOBAL MARKET.
MODULE- 5.
AGENDA.
MAJOR DECISIONS IN GLOBAL MARKETING.
MARKET-PRODUCT GROWTH STRATEGIES.
SIX INDICATORS OF MARKET POTENTIAL.
Major decisions in global marketing.
Deciding Whether to go International
Deciding Which market to Enter
Deciding How to enter the
market
Deciding the Global
Marketing Program and Organization
Market-product growth strategies.
MarketPenetration
ProductDevelopment
DiversificationMarket
Development
ExistingProducts
NewProducts
ExistingMarkets
NewMarkets
Six indicators of market potential.
GEOGRAPHIC. DEMOGRAPHIC. ECONOMIC. TECHNOLOGICAL. SOCIOCULTURAL. POLITICAL.
ALSO, FACTORS
GOVERNING ENTRY INTO
FOREIGN MARKET
Geographic.
Physical size of the country.
Topological characteristics.Climatic conditions.
Demographic.
Size of the population. Rate of population growth. Degree of urbanization. Population density. Age and composition of the
population.
Economic.
GNP per capita. Income distribution.Rate of growth of GNP.Rate of investment to GNP.
*(Gross national product is the market value of all the products and services produced in one year by labor and property supplied by the residents of a country.)
Technological.
Level of technological skill.Existing production technology.Existing consumption
technology.Educational levels.
Sociocultural.
Dominant values.Lifestyle patterns.Ethnic groups.Linguistic fragmentation.
Political.
Laws & regulations.Industry priorities.Infrastructure.Investment plans.
Trends in international marketing
The marketing environment consists of all factors external to an organization that can affect the organization’s marketing activities
Marketing Environment
Identifying Market Opportunities and Threats
The various trends that affect market:
The Social Environment : The social environment includes all factors and trends related to groups of people, including their number, characteristics, behavior, and growth projections
The Demographic Environment : A global perspective requires that marketers be familiar with important demographic trends around the world as well as within the United States
• The cultural environment: It refers to factors and trends related to how people live and behave.
• Changing Roles : for example As more women enter the workforce and household compositions change, typical household roles are altered. Tremendous market opportunities exist for firms that can develop effective strategies for appealing to these changing roles.
• The Economic Environment : The economic environment includes factors and trends related to income levels and the production of goods and services.
• The technological environment: includes factors and trends related to innovations that affect the development of new products or the marketing process. • The Competitive Environment: consists of all the organizations that attempt to serve similar customers.• The institutional environment :consists of all the organizations involved in marketing products and services. • The Political/Legal Environment: international political events greatly affect marketing activities
Product
Product range New product devl Rate of acceptance Packaging after sales
Price
Global pricing:simple fair removes grey market
Not responsive to global market
Local pricing:maximimze revenuemarket response
Grey market
Promotion
Legal factor Socio econimc factor Legal factors How global is the brand Coorporate strategy Uniformity of product
Advantages of standardisation of promotion:
Economies of scale spread of good idea use of global media
Dis Culture linguistic legal not from here
thoughts
Handling each area:global marketing mix strategy
Ideal global marjeting strategy
Ideal nATional strategy
hybrid
hybrid