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STRATEGIES INTERNATIONAL COMPETITIVENESS

STRATEGIES INTERNATIONAL COMPETITIVENESS. lecturer: Damian Cardoso, Ph.D. Email: damiaocardoso@yahoo.com.br Cell: (+258) 848 001 414. PROGRAM CONTENT. 1. Introduction to Marketing and differences between international and Global Marketing

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STRATEGIES INTERNATIONAL COMPETITIVENESS

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  1. STRATEGIES INTERNATIONAL COMPETITIVENESS lecturer: Damian Cardoso, Ph.D. Email: damiaocardoso@yahoo.com.br Cell: (+258) 848 001 414

  2. PROGRAM CONTENT 1. Introduction to Marketing and differences between international and Global Marketing • Differences between International Marketing and Global • Globalization and national competitiveness • International Marketing and Marketing export • The company in the international context. • The Life Cycle in International Marketing

  3. PROGRAM CONTENT 2. EnvironmentalScanning the analysis of the international market • The influence of the environment and the importance of emerging countries • THEENVIRONMENT economic and socio-cultural environment • The perception of risk and its evaluation • Selection in Marketplace • SegmentationinmarketsInternational

  4. PROGRAM CONTENT 3. Penetration in international markets and issues related to the management of international brands • Direct export: agents and distributors • presence by Franchising, Contracts and licenses • financial strategies presence alternatives • Adaptation versus standardization of products • Packaging and brand management • Protection in brandsInternational.

  5. PROGRAM CONTENT 4. Planning and promotional strategies in International Marketing • The International Marketing Plan • Limits of standardization, control and penetration into markets • mix promotional in International Marketing • International organizations and customer management 5. Additional topics to four modules • African Marketing Marketing vs Mozambique • Shopping behaviors in context European / African • Competitive advantages of the African trade and / or Mozambique

  6. Examples global marketing

  7. Importance Global marketing • O scenarioInternational it's from greatimportancefor at companiesincrease O growthpotential • 75% Marketplacepotentialit isout from the USA • 94% of Marketplacepotentialfor at companiesGermanit isoutgivesGermany • a greatnumber in industrieswill besubduedperanamountreasonable in empreasglobal

  8. Guidanceadministrative and global marketing 1. Guidanceethnocentric • Feature of companiesnational and International • opportunitiesout of Marketplace local aresecondary and subordinatedatnational. 2. Guidancepolycentric • Feature in companiesmultinationals • O marketing mix is adaptedpermanagersautonomoussites 3. guidelinesregiocentric and geocentric • Feature of companiesglobalortransnational • At opportunities Of marketing arepersecutedbystrategies in extension and adaptation of marketsglobal

  9. Forcesdrive Global marketing • Technology • agreementseconomicregional • Wishes and needs in Marketplace • Improvementintransport and communications • costs in development in product • Quality • Tendencieseconomicworld • leverage • THE company global/transnational

  10. Forcesrestrictive Global marketing • Myopiamanagement and cultureorganizational • controls and barriersnational

  11. Environmental analysis in global markets • When a marketer understands the differences in economic conditions, laws and culture, it can identify when and how to adapt their marketing mixes to create value for customers from other countries.

  12. target market and marketing mix Product Price PLUS Marketplace target Point of sale Promotion

  13. Environmental analysis • Scope: it is necessary to adopt a global vision, because even if the organization has marketed locally, it can have global competitors.

  14. Environmental analysis It is necessary to adapt to a global scenario • Practice and track external changes which could affect the market • Identify opportunities to better serve their markets, creating superior value • Identify threats to the company's ability to maintain its competitive edge, survive and thrive • Rationale: the external environment influences the behavior of consumers and organizational buyers.

  15. Environmental analysis • Content: search for changes that lead to opportunities or threats to an organization. • How often the average family dinner or lunch out? • What laws can affect the choice of a particular package? • Demand for office space is likely to increase? • Competitors are planning to introduce a Product again with more features or better quality?

  16. Factors to consider in Environmental Analysis • economic environment • political and legal environment • sociocultural environment • Natural environment • technological environment • competitive environment

  17. The economic environment • economic environment: the economy at large, including business cycles, consumer income and spending patterns. • business cycles - the pattern of the trade level, going through the stages of prosperity, recession and recovery.

  18. The economic environment consumer income - family income individual influence on consumer purchase probability. Marketers is concerned with three measures: gross income Disposable income discretionary income

  19. The political and legal environment political and legal environment: laws, regulations and political pressures affecting the decisions of marketers. They may be national, provincial and municipal, and they relate to: • Promoting fair competition • Limitations on product strategy • Limitations on pricing strategy • Limitations on distribution strategy • Limitations on communication strategy

  20. The socio-cultural environment sociocultural environment: the people of a society and its values, beliefs and behaviors. • demographic trends • Social responsibility and ethics • Cause Related Marketing: marketing designed to promote a cause or a specific problem. • marketing ethics: principles, values ​​and standards of conduct considered appropriate for marketers. • product issues, price, distribution and promotion.

  21. The natural environment Natural environment: the natural resources available to the organization or affected by it. • Availability of resources • Demarketing: a marketing strategy used to reduce the consumption of a product. • Responsibility to the natural environment • Green Marketing: Marketing activities to minimize the negative effects on the physical environment or improve its quality.

  22. The technological environment • Technological environment: scientific knowledge, innovations and inventions resulting from research. Information Technology factors technology in the global environment Technology and value

  23. The competitive environment Competitive environment: all companies that potentially could create value for customers of an organization. The main objective is to help develop a competitive advantage - Competitive forces • Rivalry among existing competitors • Threat of new entrants • Threat of substitute products • bargaining power of suppliers • buyers' bargaining power

  24. GLOBAL ECONOMIC ENVIRONMENT • Who can export? • Where export • When you export? • What to export? • What are the barriers to export? • For those export?

  25. "Goals are dreamswithdeadlines. "Diana ScharfHunt

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