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INDIAN INSTI.

OF PLANNING & MANAGEMENT


AHMEDABAD. SATURDAY, 6 th SEPTEMBER,2 0 0 8
IM-1 * Scope/challenges/dynamic environment of
INTERNATIONAL MARKETING:FW/07-09/4 th
trimester Dr. PRADIP DESAI
B.E. ,M.B.A. (I.I.F.T.), LL.B., Ph.D.(Management-U.S.A.),CMC
CERTIFIED MANAGEMENT CONSULTANT ( C.M.C.)
CHAIRMAN & C.E.O.
MOUN MARKETING CONSULTANTS
{ EXPORTS -MARKETING-IMPORTS -PROJECT-MGMT. CONSULTANTS}
804, ‘SHILP’ COMPLEX , TEL :0 7 9 -6 6 3 1 0 7 4 0 / 3 0 0 7 1 0 3 0
OPP.STATE BANK OF INDIA , MOBILE : 9 8 2 5 0 -1 1 2 0 0
NAVARANGPURA, C.G.ROAD, TELEFAX : 91- 7 9 - 2 6 4 6 7 1 7 1
AHMEDABAD -38 00 09 RES. : 66 3 1 0 730 /2646 3218
E-MAIL: info @ mouncorp. co.in * WEBSITE: www. mouncorp. co.in/mounconsult.com/
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DEFINITION OF I.M.
• DEFINITION of International Marketing
( as per American Marketing Association (AMA):
• I.M. is the Multinational process of planning & executing
the conception,pricing, promotion & distribution of
ideas,goods & services to create exchanges that satisfy
individual (consumers)& organisational (sellers)objectives.
• Limitation : Industrial Mktg. is betn.2 organisations & not
betn. an individual & organisation as defined above.
• Several govt.depts.are large buyers for projects-
• U.N. runs campaign for HIV AIDS control Transnationally
they are not marketing any tangible product but an idea/
concept or a service to humanity at large.
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DOMESTIC MKTG. V/s.
INTL.MKTG.
• DOMESTIC MKTG. • INTL. MARKETING
Relatively simpleProcess Complex Mktg.Processes
Many uncontrolables
Mkt.CharactristicKnown
Diverse cultural issues
Cultural pref. Known Different legal system
Legal system is known Political SystemUnknown
Political system-Trusted Diff. Monetary Systems
Known Monetary system Multiple Strategy needed
Single strategy works since diverse markets catered
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Scope & challenges of I.M.
• WORLD HAS BECOME A GLOBAL VILLAGE -:`VASUDHAIV
KUTUMBAKAM’
• Scope is enormous for Emerging Market
COUNTRIES called `BRIC ‘ :
Brazil- Russia - India- China
• Challenges are compliance with WTO norms & satisfy FDA & ISO-
9000 quality norms for drugs & food products etc.
• Trade Barriers created to protect local Industries are to be overcome
• Most Favoured Nations (MFN ) treatment for Import Duties
• Increasing REGIONAL TRADE CO-OPERATION/AGREEMENT
• E.g. SAARC=SOUTH ASIAN Association for Regional Co-operation
• LAFTA =Latin American Free Trade Association
• ASEAN=Association of South East Asian Nations-India trying to
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Challenges of International Trade
• International Marketing is often mistaken as
Domestic Marketing on a global scale
• Cos.Like McDonald/Kentuky FriedChicken(KFC)
marketing globally has to respect local religious
sentiments of consumers e.g. avoid Beef as an
ingradient in INDIA.
* Pure Veg.( Green Dot)was challenged in USA
court since Animal fats were used for frying &
case won by an Indian Dr. –McDonald had to
apologize & also pay heavy compensation.
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ENVIRONMENTAL FACTORS
in International Trade
• From 1947 to 2000 India’s relations were very
good with erstwhile USSR & we were
identified more friendly compared to USA
• However,after disintegration of USSR into
Confederation of Independent States(CIS)
countries, in last decade our trade/political
relations has greately improved with USA-
Being largest trade partner for Export of
services/Imports of high technology products
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