Inhoud
International Marketing .................................................................................................................................................................. 2
The application of marketing principles to more thanone country ............................................................................. 2
5 decisions...................................................................................................................................................................................... 2
1.1 International business ................................................................................................................................................... 5
1.2 Globalization vs. Localization ........................................................................................................................................ 8
1.3 The global marketing concept ................................................................................................................................... 11
2.1 Global Marketing & Management Style (LSE vs SME) ........................................................................................ 12
2.1.1 Global Marketing Decision Model ................................................................................................................... 12
2.1.2 Decision to internationalize ................................................................................................................................ 15
2.1.3 Global Marketing Concept .................................................................................................................................. 16
2.1.3 Forces for global integration & marketresponsiveness .................................................................................. 17
2.1.4. Value Chain: a framework for identifying internationalcompetitive advantage ..................................... 18
2.2 Initiation of Internationalization ............................................................................................................................... 19
2.2.1. Introduction.................................................................................................................................................................. 19
2.2.1. Internationalization motives .............................................................................................................................. 19
2.2.3. Triggers of export (change agents)....................................................................................................................... 23
2. iers and risks........................................................................................................................................................................ 27
2.2 Initiation of internationalization ............................................................................................................................... 28
2.2.1 The Uppsala internationalization model ......................................................................................................... 28
2.2.2 The Transaction Cost Analysis (TCA) model ................................................................................................... 28
2.2.4 Born globals ............................................................................................................................................................ 29
3.2 The International Market Selection process(IMS) .............................................................................................. 31
International Marketing ................................................................................................................... Error! Bookmark not defined.
External Analysis & DESTEP ......................................................................................................................................................... 44
4.2 Economic factors ............................................................................................................................................................ 44
4.3 Socio-cultural factors.................................................................................................................................................... 55
4.5 Ecological/environmental ........................................................................................................................................... 66
4.6 Political/legal facto ........................................................................................................................................................ 67
International Marketing ................................................................................................................... Error! Bookmark not defined.
5.2 MESO level competitiveness in an industry ......................................................................................................... 72
5.3 Micro level: competitiveness on customerlevel .................................................................................................. 74
International Marketing ................................................................................................................... Error! Bookmark not defined.
6.2 Market Entry Strategies ............................................................................................................................................... 82
6.3 Adapting the Marketing mix: product .................................................................................................................... 88
6.3 Adapting the Marketing mix: Promotion .................................................................................................................. 100
, lOMoAR cPSD| 4045059
International Marketing
Introduction
What’s in a name?
"At its simplest level, international marketing involves making one or more marketing mix decisions across
national boundaries.
At its most complex level, it involves establishing manufacturing facilities overseas and coordinating
marketing strategies across the globe.”
Doole and Lowe (2001)
The application of marketing principles to more than
one country
Find international customer needs and satisfy them better than the competition
Important questions:
• Is it realistic?
• Do you have what it takes?
• Are you doing it for the right reasons?
• Do you know what you’re getting into in terms of competition?
5 decisions
2
, lOMoAR cPSD| 4045059
Examples
Albert Heijn in Belgium
2011: First store in Brasschaat
Why did they start there?
How do they position themselves?
What Belgian retailers could you compare them to?
Luc de Baets –EX CEO Albert Heijn België: a combination of
• Broad product offer from the Netherlands
• Response to the local needs of the Flemish consumer
• Accentuate Dutch origins (Tulip season, Licorice candt, Zaanlander, …)
Quality - price - service = AH
Difference with other retailers: Colruyt, Carrefour, …
Positioning
Positioning around price & quality
What else? What makes AH different?
Broad product range:
• Daily shopping
• Many non-food products (stationary, clothing, tableware …)
Own brand:
• Good quality
• Lower price than A-brand
Additional brands:
• Albert Heijn Excellent: more luxurious brand than A-brands: (more extensive during official holidays)
• AH Basic : a broad product offer at much lower price
• e.g. AH puur & eerlijk is the bio brand of Albert Heijn
3
, lOMoAR cPSD| 4045059
assortment
Do you know any cultural differences?
Extensive market research
• 300 researchers in test panels in Antwerp
• Database of what Belgian households buy (GFK) (What, where, …) → average Belgian family
90% same assortment as in Holland
• Typical Dutch products
• 1,500 Belgian products
! Wage cost
Merger
• 2015: 26 stores
• Jan 2016: 38 stores
• Sept 2016: 42 stores → merger
• Feb 2018: 37 stores
• Sept 2020: 52 stores
• Goal 100 stores
The merger created a company with 6,500 stores in the US and Europe, with 375,000 employees and 50 million
customers.
The new Ahold Delhaize share are traded under the ticker AD in Amsterdam and Brussels
Merger with Delhaize
4
International Marketing .................................................................................................................................................................. 2
The application of marketing principles to more thanone country ............................................................................. 2
5 decisions...................................................................................................................................................................................... 2
1.1 International business ................................................................................................................................................... 5
1.2 Globalization vs. Localization ........................................................................................................................................ 8
1.3 The global marketing concept ................................................................................................................................... 11
2.1 Global Marketing & Management Style (LSE vs SME) ........................................................................................ 12
2.1.1 Global Marketing Decision Model ................................................................................................................... 12
2.1.2 Decision to internationalize ................................................................................................................................ 15
2.1.3 Global Marketing Concept .................................................................................................................................. 16
2.1.3 Forces for global integration & marketresponsiveness .................................................................................. 17
2.1.4. Value Chain: a framework for identifying internationalcompetitive advantage ..................................... 18
2.2 Initiation of Internationalization ............................................................................................................................... 19
2.2.1. Introduction.................................................................................................................................................................. 19
2.2.1. Internationalization motives .............................................................................................................................. 19
2.2.3. Triggers of export (change agents)....................................................................................................................... 23
2. iers and risks........................................................................................................................................................................ 27
2.2 Initiation of internationalization ............................................................................................................................... 28
2.2.1 The Uppsala internationalization model ......................................................................................................... 28
2.2.2 The Transaction Cost Analysis (TCA) model ................................................................................................... 28
2.2.4 Born globals ............................................................................................................................................................ 29
3.2 The International Market Selection process(IMS) .............................................................................................. 31
International Marketing ................................................................................................................... Error! Bookmark not defined.
External Analysis & DESTEP ......................................................................................................................................................... 44
4.2 Economic factors ............................................................................................................................................................ 44
4.3 Socio-cultural factors.................................................................................................................................................... 55
4.5 Ecological/environmental ........................................................................................................................................... 66
4.6 Political/legal facto ........................................................................................................................................................ 67
International Marketing ................................................................................................................... Error! Bookmark not defined.
5.2 MESO level competitiveness in an industry ......................................................................................................... 72
5.3 Micro level: competitiveness on customerlevel .................................................................................................. 74
International Marketing ................................................................................................................... Error! Bookmark not defined.
6.2 Market Entry Strategies ............................................................................................................................................... 82
6.3 Adapting the Marketing mix: product .................................................................................................................... 88
6.3 Adapting the Marketing mix: Promotion .................................................................................................................. 100
, lOMoAR cPSD| 4045059
International Marketing
Introduction
What’s in a name?
"At its simplest level, international marketing involves making one or more marketing mix decisions across
national boundaries.
At its most complex level, it involves establishing manufacturing facilities overseas and coordinating
marketing strategies across the globe.”
Doole and Lowe (2001)
The application of marketing principles to more than
one country
Find international customer needs and satisfy them better than the competition
Important questions:
• Is it realistic?
• Do you have what it takes?
• Are you doing it for the right reasons?
• Do you know what you’re getting into in terms of competition?
5 decisions
2
, lOMoAR cPSD| 4045059
Examples
Albert Heijn in Belgium
2011: First store in Brasschaat
Why did they start there?
How do they position themselves?
What Belgian retailers could you compare them to?
Luc de Baets –EX CEO Albert Heijn België: a combination of
• Broad product offer from the Netherlands
• Response to the local needs of the Flemish consumer
• Accentuate Dutch origins (Tulip season, Licorice candt, Zaanlander, …)
Quality - price - service = AH
Difference with other retailers: Colruyt, Carrefour, …
Positioning
Positioning around price & quality
What else? What makes AH different?
Broad product range:
• Daily shopping
• Many non-food products (stationary, clothing, tableware …)
Own brand:
• Good quality
• Lower price than A-brand
Additional brands:
• Albert Heijn Excellent: more luxurious brand than A-brands: (more extensive during official holidays)
• AH Basic : a broad product offer at much lower price
• e.g. AH puur & eerlijk is the bio brand of Albert Heijn
3
, lOMoAR cPSD| 4045059
assortment
Do you know any cultural differences?
Extensive market research
• 300 researchers in test panels in Antwerp
• Database of what Belgian households buy (GFK) (What, where, …) → average Belgian family
90% same assortment as in Holland
• Typical Dutch products
• 1,500 Belgian products
! Wage cost
Merger
• 2015: 26 stores
• Jan 2016: 38 stores
• Sept 2016: 42 stores → merger
• Feb 2018: 37 stores
• Sept 2020: 52 stores
• Goal 100 stores
The merger created a company with 6,500 stores in the US and Europe, with 375,000 employees and 50 million
customers.
The new Ahold Delhaize share are traded under the ticker AD in Amsterdam and Brussels
Merger with Delhaize
4
