Analysis of the environment

Global and international marketing and foreign trade 1

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Areas of Analysis of the International Environment

Economic
Cultural

Legal
Politician
Demographic

Global and international marketing and foreign trade 2

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Economic Environment . . . .

- Analysis: Aimed at responding to . . . .

1) How big is the market?

2) What is the market like?

- To learn more: Market potential and characteristics

- Information based on . . .

Sector to which the company belongs

Type of product you distribute
Type of buyer to whom the product is addressed

Global and international marketing and foreign trade 3

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Areas of Analysis of the International Environment

Economic
Cultural

Legal
Politician
Demographic

Global and international marketing and foreign trade 4

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Cultural Environment

Culture Conditions

Consumer habits and behaviors

The tastes
Attitudes
The values
Aesthetics

Global and international marketing and foreign trade 5

Alejandro.depablo@esic.university
 Global World World Civilizations

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 And... Religions?

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 Languages also...

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ANALYSIS OF THE ENVIRONMENT:

Different perceptions of the same accommodation

according to nationality (1 to 6)
MONTERO Netherla
TOTAL USA China BRAZIL Germany UK nds France Sweden
Welcome to the
lodging 4.83 5.38 5.12 4.64 4.97 4.77 3.98 4.92 4.25
Key handover 5.01 5.33 5.50 4.89 5.21 4.90 4.74 5.05 4.44
Cleaning of
accommodation 4.63 5.40 5.31 4.26 4.82 4.80 5.04 4.84 4.38

Furnishings 4.69 5.36 5.25 4.33 4.66 4.70 4.43 4.87 4.88
Comfort of
accommodation 4.72 5.20 4.94 4.51 4.68 4.73 4.39 4.90 4.69
Quality of meals 4.74 5.21 5.33 4.58 4.60 4.62 4.12 4.80 5.25
Location 5.14 5.55 5.75 5.23 5.31 5.03 4.61 5.00 5.25
Family treatment and
integration 5.19 5.23 3.00 5.26 5.18 5.24 4.43 5.09 6.00
Overall rating of the
accommodation 4.83 5.20 5.31 4.61 4.86 4.82 4.52 4.96 4.62
Average rating of the
accommodation 4.81 5.29 5.30 4.60 4.88 4.77 4.30 4.90 4.65
Global and international marketing and foreign trade 9
Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

The economic situation and the levels of

development of the different countries do not
seem to be determining factors when judging
hygiene habits.

Brazil: 12 times a week on average.

Colombia 10,
Australia 8
Indonesia and Mexico 7.5

France, USA; Spain and India, 7: (But Indians only wash their
hair once a week. )

The last ones?

China 3.5, Turkey, Germany, the United Kingdom and -

surprisingly - Japan.

the higher the humidity, the greater the need for

cooling.

Global and international marketing and foreign trade 10

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ANÁLISIS DEL ENTORNO:

Creciente Competencia a Partir de Valores

Culturales en el Mercado de las Colas

Cuba

Países
Árabes

Peru

Global and international marketing and foreign trade 11

Alejandro.depablo@esic.university
ANÁLISIS DEL ENTORNO:

Global and international marketing and foreign trade 12

Alejandro.depablo@esic.university
ANÁLISIS DEL ENTORNO:

Global and international marketing and foreign trade 13

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Areas of Analysis of the International Environment

Economic
Cultural

Legal
Politician
Demographic

Global and international marketing and foreign trade 15

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Legal Environment . . .

Current legislation . . . .
- Regulations relating to the marketing of products on each market

- Requirements as to . . .
Packaging
Tagged
Trademark registration
Distribution
Promotion
Advertising

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ANÁLISIS DEL ENTORNO:

Reglamentación Técnica sobre Etiqueta y Proceso de Producción

CARTONCILLO RESPETO AL MEDIO

RECICLADO AMBIENTE

PUNTO
VERDE DOLPHIN
SAFE

FACIL APERTURA

LATA RECICLADA

PESO NET. Y BRUT. EN GR. Y

ONZAS DESCRIP. DEL
PRDTO.

DIETA
MEDITERRANEA
HOMOLOGACIÓN
EUROPEA

ORIGEN
NACIONAL
CERTIFICACION ISO
9000 INFORMACIÓN
NUTRICIONAL
Obligado Cumplimiento

Opcional – Decisión comercial

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ANALYSIS OF THE ENVIRONMENT:

Areas of Analysis of the International Environment

Economic
Cultural

Legal
Politician
Demographic

Global and international marketing and foreign trade 18

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Political Environment .
Changes in the political environment
Agreements between governments (e.g. opening of Eastern countries)

Risk Rate: Possibility of payment default

Politically unstable countries

Non-democratic regimes

SEE: Political Risk Reports

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Global and international marketing and foreign trade 20
Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

¿ADAPTACIÓN?
2011 RUSIA
BALTICS
+CIS

5 Mill Population 150 Mill Population

PT: 19.00 – 21.00 PT: 20.00 - 22.00

20.00 – 22.00
Ruso & Ingles Ruso & Ingles
Subtítulos en Estonio Subtítulos R&I

EBIT: 1 Milll $ EBIT: -0,3 Milll $

Ad sales: 0,5 Mill $ Ad sales: 0,3 Mill $
Misma Señal

Global and international marketing and foreign trade 21

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

¿ADAPTACIÓN?

Misma Señal

El Gobierno RUSO (seguido por Kazajistán)

decide no cambiar mas la diff. horaria de Verano/Invierno:

+2 horas de diferencia:

http://es.wikipedia.org/wiki/Huso_horario

Global and international marketing and foreign trade 22

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Económico
Cultural

Legal
Político
Demográfico

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Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Global and international marketing and foreign trade 24

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Estructura Demográfica del Mundo en 2005

y Proyección en 2025
Evolución de la Población
Mundial

Proyección en 2050

Global and international marketing and foreign trade 25

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ANALYSIS OF THE ENVIRONMENT:

Análisis del Entorno Demográfico

Tendencias de la Población en Europa

Tendencias de la Población de Nivel Mundial

Tendencias de la Población en América Latina y el Caribe

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ANALYSIS OF THE ENVIRONMENT:

Global and international marketing and foreign trade 27

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Global and international marketing and foreign trade 28

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Global and international marketing and foreign trade 29

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Global and international marketing and foreign trade 30

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Market Selection Criteria: "Commercial" Vision

- Market size

- Growth phase

- Price

- Competitive advantage

Global and international marketing and foreign trade 31

Alejandro.depablo@esic.university
ANALYSIS OF THE ENVIRONMENT:

Market Selection Criteria: Mkt Vision".

Factors to consider . . .
Company Specific Factors

Product Features

Geographic Proximity

Financial Situation of the Countries

Exports from our country

Volume of Imports from each market Import Restrictions

Need for Product Approval/Certification

Global and international marketing and foreign trade 32

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 The Company's international expansion

Global and international marketing and foreign trade 33

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 WHY ARE WE GOING INTERNATIONAL?

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 THE NEED TO EXPORT

Proactive Stimuli Reactive stimuli

•Advantages in profit margins • Competitive pressure

• Unique product • Stagnant or declining local
• Technological Advantages sales

• Exclusive Information • Surplus productive capacity

• Economies of scale • Saturated domestic markets
•Market size • Proximity to consumers and
access roads

Global and international marketing and foreign trade 35

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 Reasons for exporting

- Difficulties in the domestic market:

✓ Economic recession
✓ Sales decline

✓ High inventories

✓ Strong competition

✓ Surplus stock

✓ Adverse demographic changes,... International

expansion:
- Opportunities in foreign markets. Strategy Center
✓ Unsatisfied or insufficiently satisfied demand.

Global and international marketing and foreign trade 36

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 Wines for South Africa

Global and international marketing and foreign trade 37

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Barada Evaluation

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Barada Evaluation
The company from Ubrique dedicated to the manufacture and sale of handbags called
Barada plans to carry out an outdoor promotional campaign (billboards, bus shelters,
shopping malls, etc.) spending 250,000 €. To do so, they have to define the profile of the
customer to whom they want to direct the campaign (what they call "target"),
The students, in groups formed by the teacher, will perform the following tasks:
1. Create a ppt with the names of all those who participate in the group for two classes.
2. They will study the website and blog of the company Barada Bags.
3. Seek information about South Africa
4. They will identify the profile of the people they want to sell to, specifically gender, age,
race and socioeconomic status.
5. They will select in which city or cities they want to do the promotion.
6. Propose a profile of models to be featured on the billboards.
7. They will make an estimate of how many people will be impacted by our promotion.
8. Language(s)
9. If they consider it necessary, they will provide any additional information.
On the third day they will present to the class in 4 minutes their ppts, which will have to be
uploaded by the end of the second day.

Global and international marketing and foreign trade 39

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