INSTITUTE OF CO-OPERATIVE

MANAGEMENT
PRESENTATION ON:INTERNATIONAL MARKETING

SUBMITTED TO :PROF. SHAIZAL BATRA

SUBMITTED BY:ANSHUMAN DUBEY

CONTENT

Introduction Definitions Major decisions in International Marketing: Factors That Reinforces Int. Market Process: How To Enter Int. Market / Scope : Int. Environment Affects Int. Marketing Need/Factors For Int. Market Importance of Int. Marketing Problems of Int. Marketing Conclusion

INTRODUCTION
AIM & OBJECTIVES :A clear understanding of the basic concepts of international business/global business management, in the light of the business scenario in this 21st century globalized business environment. Why global business is studied as a different field, yet encompassing itself into the body of marketing management. Understanding of the complex and a dynamic definitions related to international marketing/ trade etc.

CONTD..

Focus on managing international business, operational as well as strategic.

Understanding the macro international business environment, strategies to enter foreign market. Understanding of the global business policy and regulatory measures in the light of emerging markets.

Understanding the concept of international trade, balance of trade and balance of payments etc.. Understanding the concept of globalization & why it is important and its definition. Overall competitive scenario, when markets and business worldwide are facing a paradigm shift from monopoly to oligopoly

DEFINITIONS:

International Marketing is the performance of business activity that direct the flow of goods & services to the consumers or users of more than one nation. International Business is the field of study that concerns itself with the development, strategy and management of multinational enterprises in the global context of complex and dynamic business environments. International Trade refers to trade between countries/nations/states.It is always compared with interregional trade- meaning trade between different regions within the same country.

CONTD..

Domestic market Part of a nations internal market representing the mechanism for issuing and trading securities of entities domiciled within that nations.

MAJOR DECISIONS IN INTERNATIONAL MARKETING:

The Major decisions are encircled as a step by step calibrated process: Deciding whether to go abroad? Deciding which market to enter? Deciding how to enter? Deciding on the marketing program? Deciding on the marketing organization?

FACTORS THAT REINFORCES INT. MARKET

Income growth of the consumers Lower trade barriers Desire for new products, around the world Search for new markets/new avenues/new segments Demand for new styled goods/ services innovative goods. Integration of telecommunication facilities/communication Faster means of travel, transport, technology. Move towards reduction of international marketing barriers.

PROCESS:

MOTIVATION FOR INT. MARKETING. (GROWTH, PROFITABILITY, RISK SPREAD,ETC.,)

S.W.O.T ANALYSIS.
DECISION TO ENTER INT.MARKETS. INT. MARKETING DECISION. (MARKET IDENTIFICATION,ENTER MODE SELECTION, DISTRIBUTION CHANNEL,ETC.,) ENTER INT. MARKETS. REVIEW PERFORMANCE. CONSOLIDATE MARKETING EFFORTS TO GLOBAL MARKETING

HOW TO ENTER INT. MARKET / SCOPE :

Exporting Export excess capacity Simplest, most direct Licensing/joint venture Firm in foreign market produces, distributes Subsidiaries(Sub-contracting) Partly own firm in foreign market Multinational(F.D.I.) As foreign investments grow, firm loses home country identity Mergers & Acqcusition

INT. ENVIRONMENT AFFECTS INT.MARKETING

Physical Environment

Climate, topography, resources, etc., Population, industry structure, stage of development

Economic Environment
Lack of wholesalers in developing countries

Political-Legal Environment

Advertising restrictions Tariffs/non-tariff barriers Patents/Trademark protection Language, Attitudes, Time Concepts, Space Concepts

Cultural Environment

NEED/FACTORS FOR INTERNATIONAL MARKETING:

BUSINESS FACTORS:

Profitability Achieving Economies of Scale Growth Factors Marketing due to life-cycle Uniqueness of Product / Services Access to imported inputs

Spreading R and D cost

COMPETITIVE FACTORS/ OTHER FACTORS:

The companys domestic market might be attacked by global firms offering better products or at lower prices. Counterattack by the domestic firm in the competitors home market. Company discovering, some markets presenting higher profit opportunities than the domestic market. Company wanting larger customer base in order to achieve economies of scale. Company wanting to reduce dependence on anyone market. Reducing risk

IMPORTANCE OF INT. MARKETING

A high rate of economic growth. To earn valuable foreign exchange. Helps in economic development of country. Optimum exploitation of natural resources. Economical utilization of the capacity. Tap foreign markets for boosting up sales. Expanding product life cycle for survival,if in decline stage Desire to introduce new product to enter in foreign market with latest technology.

PROBLEMS OF INT. MARKETING

Regulatory measures. Restrictions and barriers. Economic unions. Procedural difficulties. Inflation high prices & black marketing. Different trade patterns. Social & cultural differences.

CONCLUSION
Identifying needs & wants of customers in Int. markets. Taking market mix decision related to product, pricing, distribution & communication keeping in view the diverse consumer & market behaviour across different countries Penetrating into int. markets using various modes of entry Taking decisions in view of dynamic international marketing environment. Since the environmental challenges are beyond the control of a marketer, The key to success in international markets lies in responding competitively by adopting an effective marketing strategy