Samenvatting CE8 International Marketingstrategy
Samenvatting les 1.1- Introduction- Feedback
Fruits
What is marketing?
Management process responsible for identifying, anticipating and
satisfying customer requirements profitably. This involves:
- Focusing on the needs and wants of customers
- Identifying the best method of satisfying those needs and wants
- Orienting the company towards the process of providing that satisfaction
- Meeting organizational objectives
What is international marketing?
Differences in:
- Culture→ Often diverse and multicultural markets
- Governments→ Can be very influential on import and export
- Markets→ Widespread and more fragmented
- Economies→ Varying levels of development and currencies
- Data→ More difficult to obtain and more expensive
- Finance→ different systems and regulations
- Politics→ Regimes vary in stability
- Stakeholders→ Home and host country
- Business→ diverse rules and culturally influenced
- Control
Setting up a business plan requires a strategic marketing planning.
The planning process consist of six steps:
1. Situation analysis
General and background information regarding the company. Mission, vision and goals.
Structure of the organization and current strategies and/or tactics.
Once you’ve completed the situation analysis you can use the Abell’s business definition
model to define in what business this company is in. Completing step 1 with the Abell model
is important, because this model forms the bridge to your external analysis.
2. External analysis
Macro→ DESTEP Meso→ Distribution-, branche-, Competitive- and customer- analysis. End
the meso analysis with the five forces model of Porter.
3. Internal analysis
Micro analysis→ You can use the 7S McKinsey, Value chain Porter and/or BCG-portfolio
1.1
,4. Strategical analysis
With those key issues you can state the main problems of your company that need to be
solved.
5. Stating the Marketingstrategy
You make up four different options 0,1,2,3 which all contain different strategies. You need a
sustainable strategy to solve your company’s problem, you chose by the SFA matrix.
6. Implementation plan
Use the STP (Segmentation, Targeting and Positioning) and the Marketing mix (4P’s)
Stakeholders, who are they? 1.2
Mission and vision statement
Vision statement: The apparently impossible dream
Mission statement: The (more specific) path towards this dream
The Ashridge mission model is used to make a deeper and clearer insight around the
mission of your company:
1. Purpose (Fundamenteel doel van de organisatie)
Why is this company on earth?
2. Strategy and Scope (De strategie)
Competitive positioning and differentiation strength of the company
3. Values (Waarden)
What does the organization belief in?
4. Standards and behaviour
The rules that guide the business operations.
1.3. 1.4
, The international marketing planning process
These are the essentials when it comes to making a succesful marketing plan:
1.5
The different levels of international marketing:
Domestic marketing:
- Company manipulating a series of controllable variables in a largely
uncontrollable external environment
International marketing:
- Operating across a number of foreign country markets where controllable factors are less or
not controllable
Global marketing:
- Complex international operation where company coordinates, integrates and controls a
whole series of marketing programmes into a substantial global effort. Reach and achieve a
degree of synergy
The environmental influences on international marketing (omgevings factoren)
1.6
Samenvatting les 1.1- Introduction- Feedback
Fruits
What is marketing?
Management process responsible for identifying, anticipating and
satisfying customer requirements profitably. This involves:
- Focusing on the needs and wants of customers
- Identifying the best method of satisfying those needs and wants
- Orienting the company towards the process of providing that satisfaction
- Meeting organizational objectives
What is international marketing?
Differences in:
- Culture→ Often diverse and multicultural markets
- Governments→ Can be very influential on import and export
- Markets→ Widespread and more fragmented
- Economies→ Varying levels of development and currencies
- Data→ More difficult to obtain and more expensive
- Finance→ different systems and regulations
- Politics→ Regimes vary in stability
- Stakeholders→ Home and host country
- Business→ diverse rules and culturally influenced
- Control
Setting up a business plan requires a strategic marketing planning.
The planning process consist of six steps:
1. Situation analysis
General and background information regarding the company. Mission, vision and goals.
Structure of the organization and current strategies and/or tactics.
Once you’ve completed the situation analysis you can use the Abell’s business definition
model to define in what business this company is in. Completing step 1 with the Abell model
is important, because this model forms the bridge to your external analysis.
2. External analysis
Macro→ DESTEP Meso→ Distribution-, branche-, Competitive- and customer- analysis. End
the meso analysis with the five forces model of Porter.
3. Internal analysis
Micro analysis→ You can use the 7S McKinsey, Value chain Porter and/or BCG-portfolio
1.1
,4. Strategical analysis
With those key issues you can state the main problems of your company that need to be
solved.
5. Stating the Marketingstrategy
You make up four different options 0,1,2,3 which all contain different strategies. You need a
sustainable strategy to solve your company’s problem, you chose by the SFA matrix.
6. Implementation plan
Use the STP (Segmentation, Targeting and Positioning) and the Marketing mix (4P’s)
Stakeholders, who are they? 1.2
Mission and vision statement
Vision statement: The apparently impossible dream
Mission statement: The (more specific) path towards this dream
The Ashridge mission model is used to make a deeper and clearer insight around the
mission of your company:
1. Purpose (Fundamenteel doel van de organisatie)
Why is this company on earth?
2. Strategy and Scope (De strategie)
Competitive positioning and differentiation strength of the company
3. Values (Waarden)
What does the organization belief in?
4. Standards and behaviour
The rules that guide the business operations.
1.3. 1.4
, The international marketing planning process
These are the essentials when it comes to making a succesful marketing plan:
1.5
The different levels of international marketing:
Domestic marketing:
- Company manipulating a series of controllable variables in a largely
uncontrollable external environment
International marketing:
- Operating across a number of foreign country markets where controllable factors are less or
not controllable
Global marketing:
- Complex international operation where company coordinates, integrates and controls a
whole series of marketing programmes into a substantial global effort. Reach and achieve a
degree of synergy
The environmental influences on international marketing (omgevings factoren)
1.6
