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International Marketing - Coggle Diagram

- - - - contracts, payments, incentives, agreements, negotiations
    - - how they are sold, who you sell to, what you sell, marketing, communications
    - - embrace local culture
      - build relationships: local ties
      - corporatisation
      - constant and consistent redevelopment of products
      - coordinate by region
  - - - behaviour
      - language
        
        access to local society
        
        information gathering
        
        interpretation of context
        
        non-verbal
        
        time flexibility, sensibility
        
        social acquaintance, rapport
        
        personal physical space and personal touching
        
        back translation
    - - beliefs, attitudes, perceptions, assumptions
      - values
        
        brand says about buyers' value
  - - - power distance
      - uncertainty avoidance
      - Masculinity vs Femininity
      - individulaism vs collectivism
      - long term vs short term orientation
    - - individualism vs collectivism
        
        boundaries between individuals and groups
      - power distance
        
        preservation of order
      - Hall
        
        high context
        
        what is unsaid but understood carries more weight
        
        relies on trust for agreement
        
        personal relation adds to business
        
        low context
        
        handshake is insufficient: trust secured with legal agreement
        
        focus on what is written and said
  - - - preparedness
      - sensitivity
      - patience
      - flexibility
    - - factual
        
        Area briefings
        
        lectures
        
        books
      - analytical
        
        films
        
        classroom language learning
        
        case studies
        
        culture assimilators
        
        sensitivity training
      - Experiental
        
        Interactive language training
        
        role plays
        
        field trips
        
        simulations
        
        field experience
- - - - large-scale market entry
      - overall size of economy and potential market demand
    - - countries with significant remittances or foreign investment income
    - - premium pricing, high quality product
      - average purchase potential
    - - real consumer purchasing power
    - - if unequal(disparity): segmented strategy
    - - high: lower purchase potential, pricing strategy is needed
    - - High: stable market demand, non essential goods market
  - - - standardization strategy
      - e-commerce
      - premium positioning is available
    - - product size, package, price, distribution adaptation
    - - infrastructure limits
      - labour shortages
      - demand for political freedom
      - urban congestion
      - environmental degradation
  - - - Brazil, Russia, India, China, South Africa
    - - large population
      - rising middle classes
      - increasing consumption
      - long-term market growth
      - lower market saturation
    - - political risks
      - infrastructure gaps
      - income inequality
      - regulatory uncertainty
      - currency volatility
  - - - no tariff and quota barriers among members
    - - FTA + common trade policy toward non-members
    - - Customs Union + free trade of labor and capitals
    - - Common Market + common economic policy and currents, tax policy
      - more integrated and predictable business environment, but possible loss of national policy flexibility and shared regulations
- - - - identify oppurtinities
      - improve/evaluate/monitor marketing process
    - - 1. Internationalisation
      - 2. Target markets
      - 3. Market entry mode
      - 4. product offerings
      - 5. marketing plan
      - 6. market growth plan
      - 7. exit strategy
      - comparability is important
  - - - overall consumer lifestyle, cultural differences, market tendency and potential
    - - market size, demographics, behaviour
    - - how marketing actions influence consumer responses
  - - - foreign firm evaluation
        
        competitive standing
        
        reliability
        
        quality and consistency of offerings
        
        length of delivery time
        
        domestic and foreign legislations
    - - foreign market oppurtunity analysis내용은 그냥 계속 나왔던 것들 비슷
  - - - 전반적인 마켓 데이터 봄으로써 자세히 볼 만한 나라 거르는 것
    - - 산업 중심으로 보기(해당 산업 수요)
    - - 우리 회사가 얼마나 팔 수 있을지 보기
      - brand fit, competition, distribution access, competitiveness, cultural fit, product adaptation needs
  - - - 보통 macro level information이 있음
      - proxy variable
      - data interpretation/methods must be consistent
    - - surveys
        
        large quantitative data
        
        comparability to other countries
        
        social/cultural constraints
        
        translation matter
        
        dishonesty
      - in-depth interviews
        
        rich insight but personal bias
      - focus groups
        
        easy to check consumers' response and opinion quickly
        
        어떤 문화는 disagreement 피함, higher-status person에 영향
      - observations
        
        observer presence effect
      - experiments
  - - - determine research carrier: foriegn local subsidiaries or headquarters?
      - determine fieldwork subject: in house or agency?
        
        depends on size of firm, environment familiarity, research capability
    - - using domestic research firms for global study
      - inappropriate sampling
      - conducting only in english and translation matters
      - igonoring cultural differences/rigid standardisation
  - - - 어디 몰려있는지
        
        urban/rural, geographic spread, key segments
    - - 경쟁 상황
        
        competitors/substitute/supply
    - - 실제 소비 수요
        
        demand, product usage, market growth
    - - 진입 장벽과 투자 필요 수준
    - - distribution/delivery/infrastructure
    - - pricing
    - - 주의해야 할 위험 요인
- - - - Exporting
        
        easy to exit market
        
        low investment commitments
        
        lower exposure to political risk
        
        affected by tariffs and transportation costs
        
        limited control
        
        slower response
        
        Indirect 국내 중간 업체에 제품 팔고 그 업체가 해외 판매
        
        become dependent on domestic intermediaries
        
        direct 기업이 직접 해외 고객, distributor, agent에 판매
        
        long term relationships with overseas buyers
      - Licensing
        
        fast market entry
        
        risk of tech or know how leakage
        
        difficult to control product quality and brand image
        
        little direct investment
        
        control, risk, response 면에서는 exporting이랑 비슷
        
        licensing agreement
        
        licensee compliance
        
        confidentiality
        
        record keeping
        
        rights and termination
      - Franchising
        
        rapid expansion
        
        lower direct investment
        
        reduce risk
        
        difficult to control service quality and brand image
        
        business model may need adaptation
        
        training and selection
        
        manufacturer-retailer
        
        manufacturer-wholesaler
        
        service firm-retailer
      - strategic alliance
        
        access to local knowledge and networks
        
        shared costs and risks
        
        more flexible than direct investment
        
        possible conflict / different goals
        
        risk of knowledge leakage
      - Joint Ventures
        
        access to local knowledge
        
        local legitimacy
        
        shared costs and risks
        
        shared profits and controls
      - FDI
        
        larger control and faster response
        
        host government prefers: avoid tariffs and transportation costs
        
        deep market presence, long-term growth
        
        more exposure of risks
        
        high investment commitments
        
        when
        
        big country size
        
        exploit local ties
        
        entry cost is high
        
        bypass trade barriers
        
        lower labour/transport cost
        
        when locals prefer local products
    - - labour laws
      - environmental standards
      - ownership restrictions
      - profit repatriation 이익 본국 송금
    - - product
        
        product standards, safety regulations
      - price
        
        tariffs, import taxes, pricing controls
      - place
        
        import restrictions, infrastructure limits
      - promotion
        
        advertising regulations, restrictions on digital platforms
  - - - political philosophies
        
        nationalism
        
        socialism
        
        communism
      - religious conflict
      - social unrest
      - local business interests(vested interests 기득권 이익)
      - political independence
      - armed conflict
        
        raging, coups
      - internal rebellion
    - - ownership
      - operating
      - transfer
    - - confiscation
      - expropriation with compensation
      - operational restrictions
        
        limit on market share
        
        regulations on product characteristics
        
        employment policies
        
        local ownership(regulations on ownership structure)
    - - by entry mode
      - being integral part of host country
      - expand investment base
      - insurance(Export Finance&Insurance Corporation)
  - - - national security
      - foriegn policy
      - short supply
      - nuclear proliferation
      - high tech/semiconductors
      - weapons
    - - tarrifs
      - quotas
      - duties/Import tax
  - - - overseeing multilateral agreements/trade flows
    - - international currency stabilisation
    - - econmic assistance to war-torn countries/developing countries
    - - lower tarrif, lower trade barriers
- - - - cost saving
      - EOS
      - Efficiency in marketing, R&D
      - consistent brand identity
      - fast international expansion
    - - cost pressure is high
        
        no resources(process/knowledge) to manage adapatation
      - EOS is important
      - having homogeneous customers' tastes
        
        urbanised/high developed
        
        luxury, high tech
      - global standards
      - global brand consistency is important
  - - - match with local customers' needs
      - customer satisfactions
      - differentitation
    - - different government regulation
      - culture and customer characteristics/preferences/expectations are different
      - method of usage is different
        
        voltage, plugs, metric standards, instructions
      - climate and geopraphy is different
      - local competition is high
    - - country considerations
        
        LTAT(local behaviours, Tastes, Attitudes, Traditions)
        
        non-tarrif barriers
        
        product standards
        
        testing or approval procedures
        
        subsidies
        
        bureaucratic tape
      - product considerations
        
        country of origin effects
        
        extent
        
        modify
        
        new product
        
        incorporate all the differences into one
        
        branding
        
        translation 의미번역
        
        transliteration 발음을 현지 단어로 옮김
        
        transparency 의미 쉽게 이해
        
        transculture 여러 문화에서 받아들여짐
        
        semantic variation 의미론적 차이 고려
      - company considerations
        
        profitability, cost
        
        resources
        
        capabilities
- - - - unique products
      - profit advantage
      - technological advantages
      - expand market size
      - exclusive information
      - EOS
    - - satured market
      - overproduction
      - competitive pressures
      - declining domestic sales
      - excess capacity
      - proximity to customers and ports 고객/항구와의 근접성
- - - - transportation
      - warehousing
      - inventory costs
    - - stocks-outs, damaged products, missed campaign promaises, lower customer satisfactions
    - - reliable and cost-efficient network is competitive advantage
  - - - consumer products
        
        producer -> wholesaler->retailer->consumer
        
        producer -> agent -> wholesaler -> retailer -> consumers
      - Industrial products
        
        producer -> industrial distributor -> industrial user
        
        producer -> industrial user
      - services
        
        may rely more on agents, local agents, digital channels because offering is less physically distributed
    - - length: 몇 단계의 intermediaries?
        
        long
        
        wider market coverage
        
        can access rural/fragmented market
        
        lower control, slow
        
        lower margin
        
        difficult to manage brand consistency
        
        short
        
        high control
        
        quick
        
        easy to access customers' data
        
        limited coverage
      - width: 각 단계에서 몇 개의 intermediaries?
        
        intensive coverage
        
        selective coverage
        
        exclusive coverage
      - external factors
        
        demographics
        
        culture
        
        cutomsers' behaviour...
      - internal factors(7C)
        
        Company objectives
        
        character(제품 특성)
        
        capital(채널구축자금)
        
        coverage(width)
        
        control(중간업체 여부)
        
        communication(distance 고려)
        
        social, cultural, technological, time, geographical distance
        
        continuity(장기적으로 가능?)
  - - - direct distribution
        
        great control, easy to access consumer data
        
        more cost and resources, should manage customer service by itself
        
        need information for local logistics
      - Intermediary
        
        no need to gather information and establish infrastructure
        
        lower control, become dependent
        
        can access market quickly
        
        initial cost could be lowered
        
        difficult to access customer data
    - - governmental agencies
      - trade directories
      - chambers of commerce
      - website
      - trade fairs
      - industry network
      - distributor vs agencies
    - - performance criteria
        
        financial strength
        
        market coverage
        
        sales figures
        
        product line
        
        facilities
      - professionalism criteria
        
        reputation
        
        cooperation
        
        commitment
        
        willingness to support
        
        after-sales service capability
  - - - changes in their distribution approach
      - lack of performance
      - violating terms
  - - - JIT Just In Time delivery
      - EDI Electronic Data Interchange
      - ESI Early Supplier Involvement
        
        공급업체를 초기 planning 단계부터 참여시키기
      - ECR Efficient Customer Respons
    - - materials management
        
        logistics into production/company
      - physical distribution
        
        movement of finished products to customers
    - - transportation infrastructure
      - choice of shipping mode
        
        ocean shipping
        
        airfreight
    - - bill of lading: goods receipt 확인, 운송 계약서, goods title
      - shipper's export declaration 수출 허가
      - shipper's declaration for dangerous goods
      - consular invoice 수출입 추적
      - certificate of origin
      - import licenses 수입 허가
      - foreign exchange licenses 외화 허가
    - - order cycle time 주문부터 제품 수령까지 걸리는 시간
      - customer service level 정해진 시간 안에 주문을 얼마나 잘 처리할 수 있는지
      - inventory as a strategic tool 환율, 인플레이션 위험 때문에 재고를 전략적으로 활용 가능
- - - - prince sensitive customers
      - strong competition
      - market share 목표
      - primary market
    - - 높은 가격으로 시작해서 가격 낮추기
      - premium/high value
      - early adopters
      - low competition
    - - lower short-term profitability to build market share
    - - at least cover export costs in the short run; not main priority
    - - pass through 소비자 가격에 반영
      - absorption 소비자가격 유지
      - partial pass-through
      - pricing to market 시장 상황에 맞춰 국가별 가격 조정
  - - - freight costs
      - customs duties
      - transport costs
      - distributor margins
      - insurances
      - exchange-rate risk
      - price escalation
        
        shorten distribution channel
        
        product adaptaition
        
        change tariff or tax classification
        
        assemble or produce overseas
        
        reduce costs
    - - reduce direct logistics costs and operating costs
      - must manage royalty payments
      - local pricing consistency
      - brand positioning
      - cost for training/control consistency of quality
    - - reduce tariffs and transport costs
      - consider investment costs, local taxes, exchange-rate, political risk
  - - - market share
      - positioning
      - ROI: short vs long term
      - primary vs secondary market
    - - variable/fixed cost
      - adaptation cost
      - transportation cost
      - customs duties
      - export costs
      - currency risks
        
        forward exchange market
        
        미래의 환율 미리 고정
        
        options
        
        특정 환율로 외화 사고 팔 수 있는 권리
        
        market refocus
        
        streamline operations
        
        shift in production
      - marketing/sales
        
        market research and product development
        
        modification
        
        operational(insurance)
      - Incoterms
    - - cost plus pricing
        
        adding standard margin to cost
        
        same price calculation; no need to research
        
        full cost control
      - market based pricing
        
        consider customer WTP, competition, income level, demand...(adapted price)
        
        grey market risk(different price to each market)
      - marginal pricing
        
        used in secondary market when the firm wants to utilize excess capacity
        
        price only needs to cover additional variable costs
        
        너무 낮으면 dumping으로 보이며 브랜드 이미지에 영향
      - combined/flexible pricing
    - - competition
        
        loyalty program, bundled pricing, selective price cuts, differentiated offerings
      - government
        
        price freeze
        
        exchange rate policy
        
        competition regulation
        
        antidumping duties
        
        taxes
        
        product type
        
        가격 조정 자유도에 영향
        
        differentiated product: high
        
        commodity products: low(원자재 공급 수요 등에 가격 영향)
        
        product life cycle
        
        introductory stage: skimming or penetration
        
        mature products: competitive pricing or promotions
- - - - sender's frame of reference differs from the receiver's frame of reference
  - - - clearly define
    - - build brand awareness
      - increase sales or market share
      - change consumer behaviour
      - support product lunch
      - local or regional or global
    - - depend on media cost/competition/primary or secondary market
      - need to aligned with objectives
    - - media habits/availability/usage
      - ad regulations
      - 4P(product&place&price)
      - budget and objectives
    - - match consumers' evaluation criteria; price, quality, convenience, status
      - same or adapted message?
      - functional vs social vs sensory brand image
      - country of origin effectㅛ