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Reading 20/21: International Marketing - Coggle Diagram
Reading 20/21: International Marketing
Triggers
Saturated domestic market
Small domestic market
Low-growth domestic market
customer drivers
Competitive forces
Cost factors
Portfolio balance
Macro environment
STEEPLE
Trading systems
Socio-cultural considerations
Technological considerations
Economic considerations
Micro environment
Market size
Growth rate
Competition
Costs of serving market
Profit potential
Market access
Organisation capabilities
Skill
Resources
Product adaptation
Competitive advantage
Entry
Exporting
Direct
Indirect
Joint ventures
Strategic alliances
Global strategic partnerships
Licensing
Franchising
Contract manufacturing
Management Contracting
Direct investment