Pregrado

SESSION 03:
Strategic planning internationalization
competitiveness. Analysis of international
environments. economic cultural legal political and
competitive
 Planificación y estrategia

• Make things happen that otherwise would not have

happened (Gotees).
• Rational application of the human mind in anticipatory
PLANNING decision making based on prior knowledge of reality, to
control actions and consequences, aimed at achieving a
desired objective (UNAM).

• It is a coherent, unified and integrating pattern of decisions.

• It is a means to establish the purpose of the organization in
terms of long-term objectives, action programs, and
prioritization in the allocation of resources.
• Defines the competitive domain of the organization and the
influence of the environment.
• It is a response to external opportunities and threats, based on
STRATEGY internal strengths and weaknesses, to achieve competitive
advantage.
• It is a channel for differentiating managerial tasks at corporate
levels, at business units, and at the functional/process level.
• It defines the economic and non-economic contribution that the
organization wishes to make to its related community
(stakeholders) (Hax & Majluf, 1991).
 El Proceso Estratégico

It is made up of a set of activities that are carried out sequentially so that an organization can
project itself into the future and achieve the established vision (D'Alessio, 2013).

Formulation: planning stage itself, in which

strategies will be sought.
Current situation >> Desired situation

Implementation: in which the strategies

retained in the first stage will be executed. It is
the most complicated stage because of how
rigorous it is.

Evaluation and control: activities that will be

carried out permanently throughout the process
to monitor the sequential stages and finally the
objectives.
The strategic planning process
 REASONS TO BECOME
INTERNATIONALIZED
Strategic:
• Growth in operations.
• Risk diversification
• higher margins
Commercial :
• Greater proximity and market knowledge.
• Leverage Barrier Removal.
Technological :
• Technology transfer and know-how.
• Use of idle capacity.
Costs :
• Scale economics.
• International tax planning.
Source: Rivera, Marketing Internacional.
2017
OBSTACLES

FINANCIAL
COMMERCIAL
LOGISTICS
CULTURAL
LEGAL
 Obstacle Assessment

They are present? Can they be

OBSTACLES controlled?
YES NO YES NO
FINANCIAL
Lack of adequate export credits.
Volatility of exchange rates.
COMMERCIAL
Ignorance of business opportunities.
Difficult access to potential buyers abroad.

Lack of contacts in the destination market.

LOGISTICS
High costs of transport, coordination and control.

CULTURAL
Language
Tastes, customs and traditions.
Psychic distance.
 Competitividad

• Capacity of a company or country to

obtain profitability in the market in
relation to its competitors.
COMPETITIVENESS
• It depends on the relationship between
(company or country) the value and quantity of the product
offered and the inputs needed to obtain
it.
• And the productivity of the other
suppliers in the market.
Entorno económico: características del mercado

Economic environment: market characteristics

Population.- It reached more

than 7,000 million people
The main dimensions of a
and is expected to approach Income.- Markets require
market can be evaluated from
8,000 million by 2025 and is people with purchasing power,
variables related to the
an indicator of the size of the which is a function of income,
population and its
market and the potential prices, savings and the
characteristics, including
demand for universal mass availability of credit.
infrastructure and social
consumption products.
development..
Asia concentrates more than
60% of the world's
population.
Entorno económico: ingreso de la población
Economic environment: income of the
population
 Entorno económico: infraestructura
Economic environment:
infrastructure
The availability and quality of an
infrastructure are important in the
evaluation of marketing operations
abroad.

The availability and quality of an

infrastructure are important in the
evaluation of marketing
operations abroad.
Impact of the economic environment on social development

Social indicators: urban population, life expectancy,

number of doctors per capita, literacy rate,
percentage of the population with access to
electricity.

Cultural indicators can be used: number of

public libraries, published books, number of
daily newspapers..

The quality of life index is a composite measure of

the level of well-being in a country.
Life expectancy, infant mortality and adult literacy.
 Entorno cultural: la cultura
Cultural environment:
culture

Culture is defined as an
integrated system of
learned behavioral
patterns that are
distinctive characteristics
of members of any given
society.
 Entorno cultural: la cultura

Entorno cultural:
Cultural la cultura
environment:
culture
Cultural environment:
consumers of the world

Rich Chinese US Consumers in

consumers consumers Japan 19%
80% is less 30% is less are under 45
45 years old. 45 years old. years old.
 Culture
environment

The elements of culture are:

language

Non-verbal language, religion,

values and attitudes

Manners and customs,

material elements (technology)
Political and legal environment of the
country of origin

R.M.V International
Competitiveness

Intellectu
al
Developing
Property
countries Rights

Gray Products that enter

uncontrolled
market distribution
(black) channels.
Legal political environment

• Embargoes and sanctions

Weapons
proliferation

• Export controls: access to software

Military
• Import controls: tariff and non-tariff mechanisms
products (voluntary restrictions agreements)

• Political action and risk

• Differences and legal restrictions: characteristics
Government
Stable
• implementation of laws (case before courts)

• International relations: bilateral political relations and

multilateral agreements. International treaties and
policy and
internal law
conventions. WTO (164 member countries)