International Marketing Planning

Dr. Wolfgang Ulaga

The International Marketing
Planning Process
Business Mission
- Purpose
- Business Domain
- Major Objectives
Business Philosophy
- Values
- Norms
- Rules of Behavior
Corporate Policy
Potential Market Assessment
- Market Size and Potential
- Market Selection Procedure
- Key Success Factors
The International Marketing
Planning Process
Basic Strategic Decisions
Determination of Competitive Position
- Internal Analysis
- Competitor Analysis
- Core Competencies / USP
Development Strategy
- Cost leader
- Differentiation
- Concentration
Competitive Strategy
- Leader
- Challenger
- Follower
- Specialist
Product - Segment Selection
- Target Customer Segments
- Product Positioning
The International Marketing
Planning Process
Market Entry Strategy :

- Market Entry Mode
- Market Entry Timing
Product Price Promotion Placement
Marketing Mix Decisions
The International Marketing Plan
Overview
Executive Summary
Country Introduction
Economic Analysis
Market Audit and Competitive Market Analysis
Preliminary Marketing Plan
Sources of Information
Appendixes
The International Marketing Plan
Country Introduction
I. Geographical Setting
II. Relevant history
III. Social Institutions
IV. Cultural Aspects
V. Living Conditions
VI. Language (s)
The International Marketing Plan
Economic Analysis
I. Population
II. Economic statistics and activity
III. Developments in science & technology
IV. Channels of distribution (Macro-analysis)
V. Media
The International Marketing Plan
Market Audit
I. The product
Evaluation of the products USP
Major problems of product acceptance
II. The market
Market size and evolution
Consumer buying habits
Existent competitors products
Marketing Mix typically used
III. Government intervention in the
marketplace

The International Marketing Plan
Preliminary Marketing Plan
I. Marketing Plan
1. Marketing objectives
2. Product adaptations/modifications
3. Promotion mix
4. International distribution
5. Local channels of distribution
6. Price determination
7. Terms of sale
8. Methods of payment
The International Marketing Plan
Preliminary Marketing Plan
II. Pro forma financial statements and budget
1. Marketing budget
2. Pro forma annual profit & loss statement
III. Resource Requirements
1. Financial Resources
2. Human resources
3. Production Capacity