Export Planning How to write an international marketing

Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Learning objectives (learning tasks) Ch. 7 At the end of the chapter

Export Planning International strategy of market development 4 Perspectives: 1. Company internal resources /

Export Planning Example Nestlé Product • Ice cream is stocked and solded in one

Export Planning Chapter review questions (10 min. ) 1. What are the five steps

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Export Planning How to write an international marketing plan Chapter 7: Marketing mix and competitive positioning Internationalisation of the firm Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Learning objectives (learning tasks) Ch. 7 At the end of the chapter you are able to: 1. analyse your international strategy of market development; 2. determine customers needs and your brand positioning; 3. develop the assortment plan and competitive value positioning; 4. plan the marketing mix set up; 5. create the price set up. Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning International strategy of market development 4 Perspectives: 1. Company internal resources / capabilities / strategies 2. Context environmental factors (DRETS) 3. Competitors relative strength/weaknesses of competition / trends in competitive environment 4. Consumer needs, wants and characteristics of current and potential consumers Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Example Nestlé High Price Small Assortment Brestler Wide Assortment Local Brand Low Price Export Planning Institute _II_BPM Joris Leeman© , 2010

Export Planning Example Nestlé Product • Ice cream is stocked and solded in one liter boxes whith 8 cones in it. • Put Spanish and English language in package • Fewer artificial Ingredient Export Planning Price • Beginninng of PLC will be Price Skimming • At growth Stage the price will be lower • There will be used certain level of price discrimination based om different segment Place Promotion • Distribute and promote to big area first in order to capture the segment • First the capital city (Santiago), then spread out into another area • Give merchandise with Nestle logo to customer • Billborad and flyers • Contact potential distributor and give price discoun and free sample • Sponsoring positive event • Distribute via distributor / wholesaler Institute _II_BPM Joris Leeman© , 2010

Export Planning Chapter review questions (10 min. ) 1. What are the five steps of the strategic thinking process? Why are these steps so important? 2. Name four important external trends which influence the fulfilment of consumer- and customer needs. 3. What is ‘mass customisation’? Explain and give an example. 4. At what three levels can a product be defined? 5. Explain the 4 C model. Make a relation to the 4 P marketing mix. 6. Create an overview of the marketing mix per PLC phase for a new mobile phone of Nokia. 7. Explain the relationship between the value chain and price set up per channel Export Planning Institute _II_BPM Joris Leeman© , 2010