Cmo elegir una feria?

Alicia Romn Toledo

Company strategies in a Trade Fair

Trade fair are useful for many

Each potential exhibitor has to select the right

show to each purpose

Launching new products,

opening new markets,
improving customers relationships

Regional Interconnections

https://www.youtube.com/watch?

v=IBrKCbjE8Rg
Jamaica;

hub for business

https://www.youtube.com/watch?
v=N60YNtu0hko

International Markets

International activities are defined as activities

carried out across national boundaries
International business involves:
Identify needs and wants of customers in
international markets
Taking decisions related to product, pricing,
distribution and communication in view the
diverse consumers and market behavior across
different countries
Penetrating into international markets using
various mode of entry and taking decisions in view
of dynamic international marketing environment.

Why should a firm enter in international

market?

Stages of domestic to global evolution

Global organisations
which create value by
extending productts

Combination of
extension, adaptation
and worldwide effective

Global Marketing
The Globalization of markets leads to :
Reduction of cost in efficiencies and duplication of
efforts among national and regional Subsidiaries
Opportunities for the transfer of products, brands and
other ideas across subsidiaries
Emergence of global customers
Marketing decisions are mix ideas with local
variations. Joint decision making across firms global
operations

International Products

Many global opportunities have arisen because

of the clustering of market opportunities
worldwide.
Organizations have found that similar basic
segments exist worldwide and can be met with
a global orientation
Cotton as an ingredient in shirting, suiting and
curtain material can be global marketed as
natural and fashionable. One can see in the
streets of NY, London, Kuala Lumbar or Harare.
Youth with the same style and brand of
basketball shirts or American Football shorts.

Dragon Fruit or Pitajaya

Global Perspective

The problem with looking things globally is that

you start seeing the world from the window of a
747, and you forget that geography still matter.
Most people in the world live in a particular place
and culture, so they view products through the
prism of their own language and locally.
Centralist agendas and PPT presentation in a
basement room only exacerbate the divide. Local
ideas get patronized and global ideas get ignored.

Cochinilla

Standarised Approach

Coca Cola and Pepsi can be universally

advertised adds life, you cant beat the
feeling or come alive. The more unbounded
the product is, more a global clustering can
take place and the more a etandaised
approach can be made in the design of
marketing programmes.

Standardized Approach:
NaturkosmetikCamp

The initial was attended by 120 participants and featured 17 sessions on a

broad range of topics, including the importance of authenticity in brand
marketing, organic oils, certifications and seals, sustainability and greenwashing, the development of new organic ingredients, trends in the organic
beauty industry, online retail and organic spa beauty.

Topics included: The new ISO organic norms; how to market to Generation Y;
the challenges of working in organic beauty retail; the successful transition
from offline to online retail; anti-aging ingredients; trends in the organic
marketplace; organic fragrances; the changing USP of organic beauty in a
saturated market; the importance of PR; blogger relations, and Vegan
beauty.

The next NaturkosmetikCamp is scheduled on June 24th to 26th at the

Panoramahotel Oberjoch in the scenic German Allgu region. This year the
motto is in Balance with Nature, a call for more sustainability and
mindfulness across the entire supply chain of cosmetics manufacturing,
from ingredients over production all the way to packaging, marketing and
retail. Falkner comments: We are glad that the concept is successful.
Hopefully, the event will continue to grow.

More information is available at www.naturkosmetikcamp.com

Developing countries in Fairs

http://www.dw.com/en/organic-cosmetics-andfair-wages-filipino-social-entrepreneur-annameloto/av-16793576

Standarised vs Adaptation

In the search of standardization certain

universals can be identified. Murdock
suggested a list including age, religious
rituals, and sports.
Levitt suggested that traditional differences in
task and doing business were breaking down
and this means that standardization rather
than adaption is prevalent.

Local Patterns

Religion can affect marketing:

Religious holidays: Ramadan or consumption

patterns, fish for catholics on Friday, economic rols
of women Islam. Joint and extended families
Hinduism, etc.

Aesthetics: it included music, dance,

paintings. Colors have different
manifestation across the cultures, bright
colors are favourites in african countries,
while in japan pastel colors are prefered to
express harmony instead of bright colors

Maslow Hierarcy of Needs

http://www.researchhistory.org/2012/06/16/maslows-hierarchy-of-needs/

Needs vs traditions

Relationship Marketing

Model for standarizing Global Channels

Sucess of Customer Campaign

Potential Competition

A market or segment caracterised by a strong

competition may be is a segment to avoid or
one a new strategy will be use
By Instead in Peru, Inka Cola is more popular
than Coca Cola, in India Thumbs has a strong
position.
Coca Cola try to form an alliance with the local
competitors SUV , Rover

Consumers

Consumers can be segmented according with

their status: potential users, non users, ex
users, regulars, first timers and users of
competitors or producers.
E.i Nestle in Pakistan launched bottled water
where non users are willing to pay 18 rupees a
bottle for clean water because there are
arsenic in their water.
Other strategy is segment of has U$ 35,000 to
compete with Jeep Cherokee. Rover had
before only car +U$ 50,000.

Products

Technical Products
Products that solve problems
Global Village Product

Limitations

Relative low value products

Generic commodities
Schitching low cost
Client prefer a single transaction instead a
relationship
No/low customer involvement in production

Review

Foreign market entry can be made in four

modes: exporting, lincensed, joint venture, or
sole venture.
Marketing strategy may envolved adaptation
and product also could be cover the new
expectatives of the consumers.

Husqvarna

http://www.husqvarna.com/us/

Husqvarna in Laos

http://www.slideshare.net/gahuja/international-marketing-11102521

Is Dragon fruit the new money maker?

Contrary to what its name may suggest, the dragon fruit has brought with it a myriad of benefits to its growers in Vietnam as its demand continues to rise.

The latest entrant into the dragon fruit dalliance list is New Zealand as Vietnam exporters have been given a green light to start exporting the fruit to the country according to
the information provided by the Ministry of Agriculture and Rural Developments Plant Protection Department.

The dragon plant matures within a year and starts to bear fruit around the same time, with an average of 56 cycles of harvest each year.

The fruit, which is football-shaped weighs an average of 150600 grams with its outer skin either red or yellow in colour depending on its variety.

The dragon fruit flesh is white with tiny black edible seeds, with a texture much like that of a kiwisoft, juicy, and a bit grainy, with a sweet-citrus taste.

The dragon fruit which is in the cactus species, requires little water to thrive and in the first year after planting, it starts to yield some fruits and the average yield per care is 5
to 6 tonnes.

The major export markets for Vietnamese fruit and vegetables are China, Japan, the U.S, Russia, Thailand, Malaysia, South Korea, Taiwan, the Netherlands, and Singapore.

Among them, China is the largest importer of Vietnamese fruit and vegetables with about $300 million, accounting for one-third of the countrys total export revenues in 2015.

Last year China made up 28 percent of the foreign market share of Vietnamese fruit and vegetables, followed by Japan and the U.S., which each occupied 5-6 percent of the
total market share.

The average export price for fruits and vegetables was at $539.5 per tonne, 6 per cent higher than last year.

The highest prices were $4,500 per tonne to Russia, and $3,600-3,630 per tonne to Japan, $2,760 to the US, $2,160canada and $2,100 to Britain.

Last year, Vietnams exports of fruits and vegetables surpassed the $1 billion mark for the first time, up 21 percent over the 2014 rate of more than $827 million.

Despite its huge fresh fruits and vegetable exports, Vietnam still spends significant amounts of money on fruit and vegetable imports.

In 2012, the country spent $294 million in importing fruits and vegetables, $293.5 million in 2013, $335 million in 2014, and $402 million in 2015.

For more information:

Yashpal Singh
IG International
yashpal.singh@igindia.net
Publication date: 9/7/2016
Author:Sander Bruins Slot
Copyright:www.freshplaza.com

Work in groups the following concepts:

Coffee

as a gourmet organic
product
Exhibitions
Future clients
Future producers