International Marketing

1. Course Overview. Marketing Strategies and Plans

Course Overview

16 Classes (64 academic hours, 2 ECTS), 5th OCT - 30th NOV

8 Major Topics (2 Classes for 1 Topic)

TUE & THU 2 p.m. - 5 p.m. (NO CLASS ON 4th NOV)

Assessment: 4 Quizzes + 4 Essays + 1 Final Assignment

5Ws & H ABOUT MARKETING
WHAT is marketing?

WHY do we need to study it?

WHEN do we need it?

WHERE do we start?

WHO do we need to employ?

HOW does the Internet affect it?

DEFINITIONS

the action or business the activity, set of

institutions, and processes
of promoting and
for creating,
selling products or communicating, delivering,
services, including and exchanging offerings
market research and that have value for
advertising customers, clients, partners,
and society at large
DEFINITIONS

the process of getting the messages

potential clients or and/or actions
customers interested
that cause
in your products and
services messages and/or
actions
DEFINITIONS

ongoing
communications
meeting the
exchange with needs of your
customers in a way that
educates, informs and customer at a
builds a relationship
over time profit
DEFINITIONS

building your brand,

convincing people that
products that
your brand (meaning your don’t come back
product/service/company
) is the best and protecting and consumers
the relationships you build that do
with your customers
DEFINITIONS

helping your
really just
customers
understand how about sharing
much they need
something they never
your passion
knew they needed
QUOTES

Good marketing The best

makes the company
look smart. Great marketing
marketing makes doesn’t feel
the customer feel
like marketing.
smart.
QUOTES

If you think Build something

marketing is 100 people love,
expensive, not something 1
you’re doing it million people
kind of like.
wrong.
QUOTES

Sell the People spend

problem you money when
solve. Not the and where
product you they feel good.
make.
Course Overview
1. International Marketing Strategies and Plans
2. International Marketing Environment
3. International Marketing Opportunities
4. International Marketing Research
5. International Market Entry Strategies
6. International Marketing Mix
7. International Marketing Communication
8. Marketing Efforts on International Markets
REASONS FOR GOING INTERNATIONAL (REACTIVE REASONS)
to receive information, then act:

- the company is responding to demand it discovers in another

location

- it sees its competitors going to a particular place

- regulations – environmental / work safety may be “easier” overseas

- costs of production at home force it to move to cheaper areas

REASONS FOR GOING INTERNATIONAL (PROACTIVE REASONS)
to actively look for an opportunity:

- strategically seeking out advantages

- launch and enter a new market before competitors do

- power and prestige

- incentives

- lower costs of labour, production, energy

1. International Marketing Strategies and Plans

RESEARCH - IDENTIFY - LOCALIZE

RED BULL

- hosts extreme sports events all over the world

- packaging also plays a part in its global appeal
"Red Bull really looks like a product from a global economy. It
doesn't look like a traditional American soft drink -- it's not in a
12-ounce can, it's not sold in a bottle, and it doesn't have script
lettering like Pepsi or Coke. It looks European. That matters,"
explains Harvard Business School professor Nancy F. Koehn.
DUNKIN’ DONUTS & DOMINO’S

- have prioritized menu innovation as a means of increasing international

interest and awareness
The joy of pizza is that bread, sauce, and cheese works fundamentally everywhere,
“

except maybe China, where dairy wasn’t a big part of their diet until lately,” explains
Domino’s CEO J. Patrick Doyle.

“And it’s easy to just change toppings market to market. In Asia, it’s seafood and fish.
It’s curry in India. But half the toppings are standard offerings around the world.”
NIKE

- careful selection of international sponsorships

- deliver customized products that align with

different cultural preferences and styles
MCDONALD’S

- practices "glocal" marketing efforts:

brings a local flavor, literally, to different
countries with region-specific menu
items
COCA-COLA

- focuses on small community programs and

invests a lot of time and money in
small-scale charity efforts
- sticks with selling an emotion that can't get
lost in translation: happiness
STARBUCKS

- integrates meaningfully with local cultures and

tastes
- taps in to what makes its local audiences tick, all
under the main Starbucks brand
LAY’S

- adapts its flavour offerings to suit local tastes

- uses different brand names: Lay’s in the US,
Smith’s in Australia and Walkers in the UK
BEFORE GOING GLOBAL
1. Simply put, is your company ready to sell overseas?
2. Does it have the resources, the manpower, the
contacts and the organization?
3. Is your product something that can find universal
appeal in foreign markets?
4. If you sell more than one product or service, which
ones do you focus on?
5. How about your country’s reputation?
INTERNATIONAL MARKETING PLAN ESSENTIALS

1. Focus on a Mobile Audience

2. Destroy Language Barriers
3. Value the Importance of Superb Translation
4. Use Original (Not Stock) Images