Strategic Planning for International Marketing
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This document discusses strategies for entering new markets including developing a competitive strategy focused on differentiation or positioning, considering a location strategy of diversification, concentration or stand-alone attractiveness, and implementing entry methods while accounting for strategic importance, synergies and glocalization. It also warns of the "not-invented-here" syndrome.
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Strategic Planning for International Marketing
- 2. when do you make your move?
- 3. plan competitive strategy, location, segmentation
- 6. positioning
- 12. synergies
- 13. implement entry, structure, control, advertising
- 14. glocalization Uniformity in elements that are strategic and localization of necessary tactical elements
- 15. not-invented-here Syndrome (NIH)
Notas del editor
- strat plan is a long-term plan based on experience, understanding the market and opportunity, pre-planning AND adapting as you enter – just like x and o's
- Scenario – planning to come to school – what aspects needed to be solved to get here? Management buy in, experience, moula, capacity to produce
- Formulation of global strategy
- Positioning Differentiation
- Set up poll – is this positioning or differtiation?
- Target market (remember the country similarity theory?) Country selection synergies Market size, market growth rate, number and type of competitors, government regulation, economic and political stability (PESTLE)
- portfolio -> concentration vs diversification
- handout
- Country selection 1. stand-alone attractiveness (china with consumer products due to size)
- Country selection – 2. strat importance (finland in shipbuilding),
- Country selection 3. synergies (go to ireland after scotland due to similarities and proximity) Work in groups of 3-4ish to determine 1 country / industry match for each
- Can you think of any examples of glocalization? = question of the week
- Starbucks stripped down strategy – things to consider in their plan Discuss and chat with me