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International Marketing (The Global Marketplace (Globalisation -…
International Marketing
The Global Marketplace
Globalisation - Interdependence across boundaries
Diverse cultures
Legislative restrictions
Financial advantages
'One market'
trade barriers
Environmental factors
Triggers for expansion
Saturated domestic markets
Limited opportunities
Small domestic markets
Need larger markets
Low-Growth domestic markets
Recession
Customer drivers
Expectations
Competitive forces
Provoked
Cost Factors
Portfolio balance
The Macro-Environment
Trading Systems
Socio-Cultural considerations
Technological considerations
Economic considerations
Political and legal considerations
Ethical considerations
The Micro-Environment
Market attractiveness
Size and growth rate
Competition
Cost
Profit
Access
Organisations Capabilities
Skills
Resources
Product Adaptation
Competitive advantage