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International Marketing (Entering international markets (Indirect…
International Marketing
Decision
Marketing process (B1 S4)
Analysis
Global market environment
Own strengths/weaknesses
Opportunities and threars
Macroenvironment
STEEPLE
Trading systems
Socio-cultural
Language
History
Religion
Social conventions
Technological
Economic
Development
Income distribution
Employment level
Exchange rate
differences
stability
Transport and comms infrastructure
Politcal and legal
Ethical
child labour
poor working conditions
less regulates safety conditions
Microenvironment
Market size and growth rate
Competition
Cost of serving the market
Profit potential
Market access
Skills
Resources
Product adaptiam
Competitive advantage
TNC/MNC
Coordinate and control operations
1 country
Global firm
Operating >1 country
gains advantages
R&D
Prodution
Marketing
financial
Not available to domestic competitors
Risks
Economic instability
Political instability
Legislative restrictions
Trade barriers
Diverse cultural preferences/practices
Triggers
Saturated domestiv markets
Small domestic markets
Low-growth domestic markets
Customer drivers
Competitive forces
Cost factors
Portfolio balance
Entering international markets
Indirect exporting
Using an independent organisation
Direct exporting
Joint ventures
Shared costs/risks
Strategic alliances
Possibly previously competitors
Global strategic partnerships
Licensing
Selling the rights to something
Franchising
Contract manufacturing
Contracting a foreign manufacturer
Management contracting
Direct investment
Globalisation
Local needs
Adaptions
Products
Marketing
Market segments
Premium
Middle-market
Loe-end
Marketing Mix