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Export Planning How to write an international marketing plan

Export Planning How to write an international marketing plan. Chapter 3: Business Strategy and Internationalisation. Internationalisation of the firm. Export Planning Learning objectives (learning tasks) Ch. 3. At the end of the chapter you are able to:

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Export Planning How to write an international marketing plan

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  1. Export Planning How to write an international marketing plan Chapter 3: Business Strategy and Internationalisation Internationalisation of the firm

  2. Export Planning Learning objectives (learning tasks) Ch. 3 • At the end of the chapter you are able to: • 1. understand how business strategy and export policy are linked together; • 2. describe the competitive environment of a company with Porter’s 5 forces model; • outline a company’s growth strategy in terms of Ansoff and Hamel & Prahaled; • explain a company’s product assortment in terms of its product life cycle • and BCG matrix; • 5. describe the three competitive strategies of Treacy & Wiersema and its • accompanying value proposition; review the ways towards a competitive • advantage based on Ohmae.

  3. Export Planning Strategic questions for a company • How does the organisation wants to grow in future? • How do you react to your competitors? • What are your core competences and how do you create a competitive advantage? • How do you manage the different product lines? Slide 11

  4. Export Planning Development of a strategy Existing Strategy Future Strategic Positioning Trends Product / Service Portfolio StrategicModels Analysis DESTEP Slide 9

  5. Export Planning Example of Porter‘s 5-forces for PepsiCo • PepsiCo has to face huge rivalry between its competitors as well as threads on the demand-side. New entrants • Current economical crisis  little incentive to invest in new markets Buyers Suppliers Rivalry • High bargaining power • Few large wholesale and retail businesses • PepsiCo is fully dependent on providing products that meet customer demands and trends • Global raw material sourcing possible • Suppliers are replacable • PepsiCo = big customer with high bargaining power • Strong rivalry in all markets • Global average market shares - Coca Cola: 43,7% - PepsiCo: 31,6% - Cadburry: 15,8% Threats of substitutes • Rising health awareness and therefore risk of low switching behaviour • Low product differentiation

  6. Export Planning Ansoff – Growth model Product / Market – combinations for growth Capability organisation? Process Innovation (ICT) Product Innovation Diversification New Product Market Development Current Penetration Organisation? Reaction Competition? Current New Market Slide 11

  7. Export Planning Core competences – model of Hamel & Prahaled The battle to ‘master‘ four core competences • Four battles to ‘master‘: • Resources • Capabilities • Competitive advantage • Strategy The best in 10 year’s time Super chance New Core Competences Open spaces White spaces Current Current New Market Slide 11

  8. ? Questionmarks Sleeping dogs Export Planning BCG – matrix for product portfolio management Boston Consultancy Group - matrix High Stars Market growth Cows Low Large Small Relative market share

  9. Export Planning Exampe of a BCG – matrix for Danone Sales by product line Fresh dairy water Baby nutrition Medical Nutrition Medical Nutrition shows highest potential in the future

  10. H Market attractiveness M INVEST / GROW • - Market size • Market share • Growth direction • Positioning PLC SELECT / REVIEW L HARVEST / DIVEST L M H Competitive strength of SBU Export Planning GE / McKinsey – matrix for product portfolio mgt

  11. Competitive advantage Cost leadership Differentiation Broad target Competitive scope Narrow target Differentiation focus Cost focus Lower cost Differentiation Export Planning Porter‘s generic competitive strategies Slide 11

  12. Standardized product or service * Limited, everybody is treated same - service State-of-the-art product or service * New type of product or service Total solution for customer * Tailor made set up for customer Relative low price * Easy to get by the customer Premium price * Can be acquired fast by the customer Premium price * Provide data to the supplier Export Planning Treacy & Wiersema‘s competitive strategies (Operational Excellence) (Best Product) (Customer Intimacy)

  13. Export Planning Chapter review questions (10 min.) • 1. What model can you use to describe the competitive environment? • What three competitive strategies have been derived from that? • 2. What model can you use to define how a company can grow? • Name two product portfolio management models. Explain both models. • Explain the BCG matrix. Explain the GE matrix. Do you think the GE matrix is • better than the BCG? If yes, why? Motivate your answer. • 5. What is meant with a value proposition? Explain the four elements of the • value proposition and present its three value disciplines or competitive strategies. • Give an example of each competitive strategy. • 6. What is customer based strategies and corporate based strategies? • How does this relate to the strategic ways Ohmae developed to create a • competitive advantage?

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