Chapter 11

Slide 11.
Chapter 11
Marketing Strategy
Rugman and Collinson, International Business, 4th Edition © Pearson Education Limited 2006
Slide 11.2
Introduction
• International Marketing:
The process of identifying the goods and services
that customers outside the home country want and
then providing them at the right price and place.
Slide 11.3
Marketing Strategy
International Marketing Strategy consist of five stages:

1. International market assessment
2. Product Decisions
3. Promotion Strategies
4. Pricing Decisions
5. Place or Distribution Strategies
Slide 11.4
International market assessment
Slide 11.5
International market
assessment (cont.)
• International market assessment:
An evaluation of the goods and services that the
multinational can sell in the global marketplace
1. Initial Screening: Basic need and potential
Who might be interested in buying our products?
• Current import policies of the countries
• Identification of goods & services that are purchased from
abroad
• Determining local products
• Examining the demographic changes that are taking place in
the country
Slide 11.6
assessment (cont.)
2. Second Screening: Financial and economic

conditions
Second screening is used to eliminate those that fail to
meet Financial & Economic consideration
I. Inflation Rate
II. Interest Rate
III. Expected Return On Investment
IV. The Buying Habit Of Customers
V. Availability Of Credit
Slide 11.7
assessment (cont.)
– Market Indicators
Indicators used for measuring the relative strengths
of various geographic areas
– Market Size
An economic screening consideration used in
international marketing; it is the relative size of each
market as a percentage of the total world market
– Market Intensity
The richness of a market or the degree of purchasing
power in one country as compared with others
Slide 11.8
assessment (cont.)
– Market Growth
The annual increase in sales in a particular market
– Trend Analysis
The estimation of future demand by either
extrapolating the growth over the last 3 to 5 years and
assuming that this trend will continue or by using some
form of average growth rate over the recent past
• Estimation by analogy
• Regression analysis
• Cluster analysis
Slide 11.9
assessment (cont.)
– Third Screening: Political and legal forces

• Entry Barriers
– How to overcome these barriers
• Stability Of Government
• Protection Offered For:
– Patents
– Trademarks
– Copyrights etc.
Slide 11.10
assessment (cont.)
– Fourth Screening: Sociocultural forces

• Language
• Work Habits
• Customs
• Religion
• Values
– Fifth Screening: Competitive environment
• Three or Four locations that are equally important
• Degree of competition that exists in each location
Slide 11.11
assessment (cont.)
– Final Selection.
• Before final selection:
– Visit of the site
– Talking to trade representatives or local officials
– Visit of the trade mission
– Based on marketing strategy that revolves around 4Ps
Slide 11.12
Product strategies
Slide 11.13
Product strategies (cont.)

• Little or no modification
– For example: industrial goods and technical services
Slide 11.14
Product strategies (cont.)
• Moderate to high modification

– Factors to consider:
• Economics
• Culture
• Local laws
• Product life cycle.
Slide 11.15
• Extensive modification required
Slide 11.16
Figure 11.1 Selected examples of product modiﬁcation in the international arena
Slide 11.17
Promotion
Slide 11.18
Promotion (cont.)
• Promotion: The process of stimulating demand for a
company’s goods and services.
• The specific approach will be determined by the nature of the
product:
– Identical product and identical message
– Identical product but different message
– Modified product but same message
– Modified product and modified message.
• Advertising: A non-personal form of promotion in which a firm
attempts to persuade consumers to a particular point of view.
• Personal selling: A direct form of promotion used to persuade
customers to a particular point of view.
Slide 11.19
Pricing
Slide 11.20
Pricing (cont.)
• Pricing is influenced by:
– Government controls
• Minimum prices, maximum prices and anti-dumping
– Market diversity
• Differences in consumer tastes and demands
– Currency fluctuations
• Exchange rate risk
– Price escalation forces.
Slide 11.21
Place
Slide 11.22
Distribution systems
• Distribution: The course that goods take between production
and the final consumer.
• Different distribution systems
– It is often difficult to standarise the distribution system in every country.
– There are many individual differences to be considered. For example:
• Traditional distribution systems in each market
• Consumer preferences about location
• Availability of consumer finance and credit cards.
• Choosing the best distribution system
– Get the best possible distributors to carry their products
• Factors: financial strength, inventory capacity, knowledge of
government and business, the number and types of product lines.
Slide 11.23
The End…
Slide 11.24

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International Marketing Strategy consist of five stages:

International market assessment

2. Second Screening: Financial and economic

– Third Screening: Political and legal forces

– Fourth Screening: Sociocultural forces

Product strategies (cont.)

Product strategies (cont.)

• Moderate to high modification

• Extensive modification required

Figure 11.1 Selected examples of product modiﬁcation in the international arena

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