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3-1. Chapter Eight Local Marketing in Mature Markets. MKT568 Global Marketing Management Dr. Fred Miller. Marketing Environments and Tasks. Emerging markets - build infrastructure New growth markets - market development Mature markets - build market share

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chapter eight local marketing in mature markets

3-1

Chapter EightLocal Marketing in Mature Markets

MKT568

Global Marketing Management

Dr. Fred Miller

marketing environments and tasks
Marketing Environments and Tasks
  • Emerging markets - build infrastructure
  • New growth markets - market development
  • Mature markets - build market share
  • Analysis and strategy focus by market type
global marketing decisions in this chapter
Global Marketing Decisions in this Chapter
  • What social and market conditions are dominant in mature markets? What marketing research tools, strategy and tactics are most appropriate?
  • What general marketing approaches are most effective in mature markets?
  • How should these strategies be adapted to:
    • Europe and the EU
    • Japan
    • Australia and New Zealand
    • North America
an optimal entry mode matrix
An Optimal Entry Mode Matrix

Product/Market Situation

Exhibit 6.3

porter s diamond competitive advantage for countries
Porter’s DiamondCompetitive Advantage for Countries

Firm strategy, structure and rivalry

Factorconditions

Demandconditions

Related and supporting industries

Source: Adapted and reprinted with the permission of the Free Press, a division of Simon and Schuster, from The Competitive Advantage of Nations, by Michael E. Porter. Copyright © 1990 by Michael E. Porter

three marketing environments
Three Marketing Environments

Product/Market situation

Exhibit 9.1

dominant marketing dimensions
Dominant Marketing Dimensions

Product/Market Situation

Exhibit 9.2

dominant marketing dimensions8
Dominant Marketing Dimensions

Product/Market Situation

Task Emerging New Growth

Mature

Marketing strategy:

Strategic focus

Market

Participation

Compete for share

development

in growth

Lead/follow

Domestic/foreign

Strengths/

Competitive Focus

weaknesses

Low end

Limited

Wide

Product line

Basic

Advanced

Adapted

Product design

Rare

Selective

Fast

New product

intro

Affordable

Status

Value

Pricing

Awareness

Image

Value-added

Advertising

Build-up

Penetrate

Convenience

Distribution

Awareness

Trial

Value

Promotion

Extra

Desired

Required

Service

Exhibit 9.2

cont.

global marketing decisions in this chapter10
Global Marketing Decisions in this Chapter
  • What social and market conditions are dominant in mature markets? What marketing research tools, strategy and tactics are most appropriate?
  • What general marketing approaches are most effective in mature markets?
  • How should these strategies be adapted to:
    • Europe and the EU
    • Japan
    • Australia and New Zealand
    • North America
local marketing in mature markets
Local Marketing in Mature Markets
  • Market analysis
    • market segmentation, positioning, brand image, country of origin
  • Product strategy
    • wide line, differentiated, first mover (leaders); me-too (followers)
  • Pricing
    • range of options, relative to product position
  • Promotion
    • brand image, sales promotion for support, differentiated position
  • Distribution
    • solid infrastructure, full channels, slotting fees, piggybacking
  • Customer satisfaction
    • quality, technical vs emotional quality, surprise
cs and two kinds of quality
CS and Two Kinds of Quality

High

Autobytel Survey reported in

USA Weekend, Nov 2002

Almost one third of potential new car buyers would switch cars if dissatisfied with cup holders.

Emotional quality

Level of satisfaction

High

Low

Functional quality

Low

Level of quality

exhibit 9.3

global marketing decisions in this chapter13
Global Marketing Decisions in this Chapter
  • What social and market conditions are dominant in mature markets? What marketing research tools, strategy and tactics are most appropriate?
  • What general marketing approaches are most effective in mature markets?
  • How should these strategies be adapted to:
    • Europe and the EU
    • Japan
    • Australia and New Zealand
    • North America
pan european marketing
Pan-European Marketing
  • Market trends
    • Reduction of NTB’s (1992 initiative), growth of EU
    • economic, financial, political integration,
    • Constitution rejected by France and Denmark, June 2005
  • Market analysis
    • Segmentation: pan-European, regional or local markets
    • Positioning: market retreat, pan-European competition, niche position
  • Marketing strategy
    • Product: euro-brands, wide lines for diverse segments
    • Price: Euro currency (€), price sensitivity and transparency
    • Distribution: trend toward large, integrated units
    • Promotion: pan-European reach, visual emphasis with voiceovers
enlargement in 2004 2007
Enlargement in 2004 & 2007

Florida 27th state 1845, 69 yrs after DoI

Newest Members2004, Euro 2007-10

Czech Republic

Estonia

Cyprus

Latvia

Lithuania

Hungary

Malta

Poland

Slovenia

Slovakia

2007, 50 years after ToR

Bulgaria

Romania

No date specified

Turkey

currency introduction in 2002
Currency Introduction in 2002
  • Common banknotes, Common/country coin design
  • Currency issued 1 Jan 2002
  • Thirteen member countries as of January 2007 (Slovenia), about 315 million people
  • Objectives: transparency, efficiency, reserve currency
global marketing decisions in this chapter19
Global Marketing Decisions in this Chapter
  • What social and market conditions are dominant in mature markets? What marketing research tools, strategy and tactics are most appropriate?
  • What general marketing approaches are most effective in mature markets?
  • How should these strategies be adapted to:
    • Europe and the EU
    • Japan
    • Australia and New Zealand
    • North America
marketing in japan
Marketing in Japan
  • Market trends
    • More penetration, import competition, value consciousness
  • Market analysis
    • Segmentation: more diverse segments, richer markets
    • Positioning: traditional market=quality, emerging=value
  • Marketing strategy
    • Product: broader lines, multiple price points, function without fault
    • Price: more price sensitivity, intrabrand competition, value analysis
    • Distribution: complex, difficult, emerging larger intermediaries
      • Traditonal: fragmented, based on relationships with intermediaries
    • Promotion: indirect, subtle, image based
insider japan video
Insider Japan Video
  • How does the geisha ceremony for food oil executives illustrate traditional Japanese culture and business practices.
  • In what ways is Sosha Honda’s approach to business consistent with the traditional Japanese approach?In what ways does it represent a new trend?
  • In your opinion, what factors in the video are keys to success in modern Japan.
chapter eight local marketing in mature markets22

3-1

Chapter EightLocal Marketing in Mature Markets

MKT568

Global Marketing Management

Dr. Fred Miller