MAJOR DECISION IN INTERNATIONAL MARKETING

MAJOR DECISION IN INTERNATIONAL MARKETING

1. Looking at the global marketing environment
2. Deciding when to go to international
3. Deciding which market to enter
4. Deciding how to enter to the market
5. Deciding in the global marketing program
6. Deciding on the global marketing organization

INTERNATIONALIZATION PROCESS

a) Environmental analysis

     SLEPT analysis --- stable

                             --- unstable

b) Factor to consider

- Competition

- Market size

- Customer

- Dependency

- Climate

c) Type of market

     Homo --> standard (global)

     Hetro --> adaptation (glokal)

d) 7 Method of mode of entry
- Exporting
- Turnkey Project
- Licensing
- Franchising
- Joint venture
- Wholly Owned Subsidiary
-

e) Strategies - standard     Marketing Mix program
                    - adaptation

-Product
-Price
-Promotion
-Place

f)
Export                                           -
International Marketing Division     -                 Design
Global organization                        -
-Product base
- market base
- functional base