International Marketing Planning

International Marketing Planning Dr. Wolfgang Ulaga

The International Marketing Planning Process Corporate Policy Business Mission - Purpose - Business Domain - Major Objectives

Business Philosophy - Values - Norms - Rules of Behavior

Potential Market Assessment - Market Size and Potential - Market Selection Procedure - Key Success Factors

The International Marketing Planning Process Basic Strategic Decisions Determination of Competitive Position - Internal Analysis - Competitor Analysis - Core Competencies / USP Development Strategy - Cost leader - Differentiation - Concentration

Competitive Strategy - Leader - Challenger - Follower - Specialist

Product - Segment Selection - Target Customer Segments - Product Positioning

The International Marketing Planning Process Market Entry Strategy : - Market Entry Mode - Market Entry Timing

Marketing Mix Decisions Product

Price

Promotion Placement

The International Marketing Plan Overview • • • • • • •

Executive Summary Country Introduction Economic Analysis Market Audit and Competitive Market Analysis Preliminary Marketing Plan Sources of Information Appendixes

The International Marketing Plan Country Introduction • • • • • •

I. Geographical Setting II. Relevant history III. Social Institutions IV. Cultural Aspects V. Living Conditions VI. Language (s)

The International Marketing Plan Economic Analysis • • • • •

I. Population II. Economic statistics and activity III. Developments in science & technology IV. Channels of distribution (Macro-analysis) V. Media

The International Marketing Plan Market Audit • I. The product

– Evaluation of the product’s USP – Major problems of product acceptance

• II. The market – – – –

Market size and evolution Consumer buying habits Existent competitor’s products Marketing Mix typically used

• III. Government intervention in the marketplace

The International Marketing Plan Preliminary Marketing Plan • I. Marketing Plan – – – – – – – –

1. Marketing objectives 2. Product adaptations/modifications 3. Promotion mix 4. International distribution 5. Local channels of distribution 6. Price determination 7. Terms of sale 8. Methods of payment

The International Marketing Plan Preliminary Marketing Plan • II. Pro forma financial statements and budget – 1. Marketing budget – 2. Pro forma annual profit & loss statement

• III. Resource Requirements – 1. Financial Resources – 2. Human resources – 3. Production Capacity