International And Global

Marketing
Organization and control of the global
marketing programme

Suhard Amit
MBA RMIT ( Aus )
Dip Business Management ( Aus )
Dip in Marketing
ternational And Global Marketing Content outline

Weekly Content TOPIC

Introduction to the module

Week 01
Global marketing in the firm and the initiation of internationalization

Week 02 International/global marketing research

Internationalization theories and developing of the firms

Week 03
international competitiveness

Week 04 The international/global business environment

International/global market selection process and Export,

Week 05
intermediate and hierarchical entry methods

Week 06 International/global marketing mix

Week 07 International/global marketing mix (continued)

Week 08 Organization and control of the global marketing programme

Week 09 SESSION 9 CASE STUDY

Week 10 SESSION 10 CASE STUDY

Marketing Planning Framework ( APIC )
The whole gamut of marketing planning has 4 key
elements

Planning
Purpose & mission
Analysis Objective setting
STP Process
Marketing Audit Marketing strategy
Marketing mix decisions

Control Implementation
Budgets vs. actual
Hard elements
Marketing calendar
Soft elements
Financial Performance
 The Marketing Audit

What is a Marketing Audit ?

A Comprehensive, Systematic, Independent and Periodic Examination of

a companys or business units :
Suhard@Nextcampus.CIM

Marketing environment
Objectives
Strategies
Activities
With a view to determining problem areas and opportunities and
recommending a plan of action to improve the company performance

In Summary a marketing audit is a systematic review and

appraisal of the environment and the companies operations
( Kotler and Keller ( 2006 )
The Marketing Audit

The Purpose of Before you plan your objectives and

a Marketing how to achieve them, it is important to
Audit know where you are in in relation to key
criteria!

To understand where we are, we need to carry out a Marketing

Audit
Purpose of an Audit are the following ;

To identify the organizations current market position

To understand the environment opportunities and threats it
faces
To Clarify organizations ability to cope with environmental
demands
To review Competencies and capabilities
Resources vs. capacity to deliver
Review Competitor landscape
Derive Marketing strategies
Components of a Marketing Audit
Marketing environment Analysis of major macroeconomics
forces and trends together with actors
in the micro environment including
customers, Competitors, Channel and
suppliers
Marketing Strategy Review of the organizations marketing
objectives and strategy to check on
their suitability for the current
condition
Marketing organization Understanding the structural
capability of the organization and how
well suited it is suited for the current
or future conditions
Marketing Systems Evaluate the organizations systems
for analysis, planning and control of
the marketing plan
Marketing productivity How well are the individual
components of the marketing
performing and how cost effective are
they ? Any other cost effective
method available ?
Marketing Functions Each element of the marketing mix
Stages of a Marketing Audit
Pre Audit Here the scope and terms of reference
of the audit are agreed and circulated

Information and data collection The information to be collected based

on the scope defined. Should include
all external and internal data

Data Analysis Data which has been collected is now

analyzed. This will set out the industry
standards and the organizations own
performance in relation to the
standard.

Recommendations Recommendations arising from the

data analysis are now made

Implementation program Findings / Recommendations from the

audit should be circulated and
implemented to key managers within
the organization.
Marketing Planning Framework ( APIC )
The whole gamut of marketing planning has 4 key
elements

Analysis
Marketing Audit Planning
SWOT Analysis
Purpose & mission
Objective setting
STP Process
Marketing strategy
Marketing mix decisions

Control Implementation
Budgets vs. actual
Hard elements
Marketing calendar
Soft elements
Financial Performance
Why Plan ?

Every morning in Africa a gazelle wakes up.

It knows that it must run faster than the fastest lion,
or it will be killed.

And every morning in Africa a lion wakes up.

It knows that it must run faster than the slowest gazelle,
or it will starve to death.

It doesnt matter whether you are a gazelle or a lion:

When the sun comes up youd better be running.

Prof. Dr. Klaus Backhaus

The role of marketing in corporate planning
Identify Target markets ; Identify the customer segments the marketer
believes will respond to the marketing efforts / mix

Existing Products & New products ; Offer tangible and intangible solutions
to customer needs

Promotions planning ; Find means of communicating information about the

proposition to the market

Distribution efficiency ; The method used to enable customers to obtain

the product at the most cost efficient way

Pricing ; Set and adjust the value paid by customers to obtain products and
services

Anticipated sales / trends helps capacity planning as well as future

investments in to NPD and R & D
Barriers to effective Marketing Planning
Weak support from CEO/Top Management
Lack of line management support
lack of skills/data/info/resources
Inadequate Org structure
Resistance/hostility
Unrealistic objectives & strategies
Too much detail, too far ahead
Once a year ritual
Separation of operational plans from strategic planning
Failure to integrate marketing planning into a total
corporate planning system
Delegation of planning to a planner
A marketing plan will essentially..

Needed as part of the yearly

Compel the marketer to look
planning process within the
inwardly
to evaluate and understand
marketing functional area
organizations competencies.
Needed for a specialized
Make the marketer look strategy to introduce
externally to
something new, such as new
understand the marketing
environment in which they
product planning, entering
operate new markets, or trying a new
strategy to fix an existing
Set future goals and provide problem
direction
for future marketing efforts with
available resources that
Is a component within an
everyone overall business plan, such as
within the organization should a new business proposal to
understand and support the financial community

Planning an obtaining funding for

new
initiatives
Stages of planning process

Setting of corporate objectives

These are the overall strategic objectives set by the top management

Marketing audit
A snapshot of current situation; where the company is now!

Setting business and marketing objectives

Breaks down the overall objectives into areas each department can handle

Marketing strategies
How to get to the objectives!

Marketing tactics/mix decisions

Choosing the combination of marketing tools to achieve the overall
strategic objectives

Implementation
Putting the plan into action

Monitoring and control

Systems to check whether on course, feedback systems to make
adjustments
 Marketing Planning Framework - Planning

Before you plan your objectives and how to

Planning achieve them, it is important to know where you
want to go and what you want to achieve
Purpose & mission
Objective setting What is the organizations Vision ?
STP Process What is the organizations Mission ?
Marketing strategy
Marketing mix decisions
What objectives should we achieve ?
What should be our STP Strategy ?
What is our marketing strategy ?
What Elements of the Marketing mix do we
use ?

To understand where we want to go we need a direction !

Taffy Alahakoon 2009 & NEXT School of Business

 Mission Vision and Strategic
Purpose Products Vision
Policies Values Where the Organization
Stakeholder expectations
Competencie wants to be
Culture Quantified measures
s

Analysis
Strategi
Environmental analysis Corporate appraisal Position audit

c
Opportunities and SWOT Strengths and
threats Gap analysis
weaknesss
PEST/ SLEPT Resources / competencies
5 forces Value chain
5 Cs Systems structure
Portfolio analysis
COPORATE STRATEGIC CHOICE
Generating Options Evaluating options

Choice
TO

Strate
Value chain Acceptability - stakeholders

gic
Suitability mission, strat STRATEGIC
Scenarios
intent ANALYSIS
Generic strategies Feasibility resources

Product marketing vector Should Match

The Rational Strategy

Implementati
Acquisition growth
Review and

Strategic
implementation
Model of Strategy control

on
Resource planning
Development
Operations plans
Developed by Goold and
Quinn (1990) citing Ceiba- Culture and change Actual
Geigy, a Swedish firm performance
Functional strategies
The SOCTAC Planning Model

pr smith's marketing
planning system -
SOSTAC - situation
analysis, objectives,
strategy, tactics, action,
control
Marketing Planning Framework ( APIC )
The whole gamut of marketing planning has 4 key
elements

Analysis Planning
Marketing Audit
SWOT Analysis
Purpose & mission
Objective setting
STP Process
Marketing strategy
Marketing mix
decisions

Control
Budgets vs. actual Implementation
Marketing calendar Hard elements
Financial Soft elements
Performance
Marketing Implementation

Is the process that converts plans into

assignments, which after successful
achievement accomplishes the plans stated
objectives
aster plan,functional budget, and assignments
The Mckinsey 7s strategy frame work..( Hard and Soft
elements )

Strategy: the plan devised to maintain and

build competitive advantage over the
competition.

Structure: the way the organization is

structured and who reports to whom.

Systems: the daily activities and

procedures that staff members engage in to
get the job done.

Shared Values: called "superordinate

goals" when the model was first developed,
these are the core values of the company
that are evidenced in the corporate culture
and the general work ethic.

Style: the style of leadership adopted.

Staff: the employees and their general

capabilities.

Skills: the actual skills and competencies

of the employees working for the company.
Marketing Planning Framework ( APIC )
The whole gamut of marketing planning has 4 key
elements

Analysis Planning
Marketing Audit
SWOT Analysis
Purpose & mission
Objective setting
STP Process
Marketing strategy
Marketing mix
decisions

Control
Budgets vs. actual Implementation
Marketing calendar Hard elements
Financial Soft elements
Performance
Control
Marketing Control parameters

Budget
Profitability
Efficiency (Productivity)
Strategic
Budget Control

Measurement of results against

monthly/quarterly budgets
(goals)

Reasons for deviations

(variances)

Remedial steps to be taken to

close the gaps between
performance and goals

Review performance in the next

month/quarter and assess
results
Benchmarks for Efficiency

Against last year

Against budget
Against targets
% Growth
% Variances
% Market share
Marketing Expense

Sales Force
Advertising
Sales Promotion
Market Research
Marketing Admin
Public relations
Direct Marketing
Financial Analysis

Gross Margin
Net Profit
EBITA
Increase margins by
increase in sales or
reduction in costs or
both
Increase asset turnover
by increasing sales or
reducing the assets
(inventories, debtors)
against a given level of
sales
Profitability Controls

80 : 20 rule
Product
rationalization
Customer
rationalization
Costing Analysis
Sales force
rationalization
Profit KPIs
Efficiency Control

Sales force efficiency 1. No. of calls per salesperson per

day
2. Average revenue per sales call
3. Cost per contact
4. Average call time per call
5. No. of new customers per
period
6. Sales force cost per unit sales
Efficiency Control

Reach How many people view or

Advertising efficiency listen to a particular channel
GRP Gross rating point ( 40%
saw your add 5 times 200 points
Before and after measure of
attitude towards the product
No. of enquiries per ad
TOM recall
Trial
Main message recalled
Sales increase
Efficiency Control

Sales promotion % sales sold on

efficiency promotion
Display cost per sales
% coupons redeemed
No. of enquiries resulting
from a demonstration
No of Customers targeted
vs actual
% purchase
No of leads produced
Efficiency Control

Distribution efficiency
How many outlets carry
your brand - Penetration
Share among handlers
Weighted distribution
Loading time
Service level
Availability
% Orders executed