Transcript Макет заголовка

FORMATION OF A COMPANY’S
INTERNATIONAL MARKETING POLICY
Stanislav Ternovskyi
Scientific supervisor PhD in Economics, Associate Professor A.S. Magdich
Language consultant Senior Lecturer S.I. Medynska
Structure
 Theoretical and
methodological basis of
formation of a company’s
marketing policy.
 Assessment of the economic
situation and macroeconomic
environment of Lasunka LLC.
 Ways of improving the
company’s international
marketing policy for Lasunka
LLC.
 The subject of the investigation is formulation of arrangements of the
marketing programs which are depended on the adopting strategy.
 The object of the investigation is a marketing strategy and its role in
the organizing of marketing activities in a company.
 The purpose of the diploma research is to find the optimal
combination of product innovations and international marketing
techniques.
 According to the purpose the following tasks have been set:
 to ensure successful launch on the foreign markets through implementation of a
specific algorithm for strategic planning;
 to carry out comprehensive assessment of enterprise performance and trends of the
industry;
 to develop and evaluate the project for implementation;
 to use marketing tools for making a product appropriate to the market;
 to engage social responsibility as a key aspect of business.
Theoretical and methodological basis of investigation
 A marketing strategy is formed with the influence of many factors and
based on a huge amount of marketing information (trends in demand and
external marketing environment, conditions and features of market
competition, managerial resources and capabilities of the firm, conception
of the firm, its global goals and objectives of business activities in the key
strategic areas).
 Among the specific features of marketing strategy formation are:
marketing-mix (product planning, sales, promotion and price), adaptation
or standardization, branding, strategic management, company’s
performance on the market (leader, challenger, follower or a niche
inhabitant).
Market share of the largest ice cream producers in
Ukraine
Rud
20%
Lasunka
23,10%
Laska
7,60%
10,30%
16,60%
11,10%
11,30%
Lvivskyi
Hladokombinat
Elit
Gerkules
Small producers
Source: ProConsulting Group
The dynamics of export and import of ice cream in
Ukraine
 The first place among
manufacturers is
occupied by Zhytomir
region represented by
Rud LLC whose output
amounted to 27,450
tons and the second
position is occupied by
Lasunka LLC with
17,721 tons.
Source: Ukrainian Statistics Committee data
3500
3000
2500
Export
2000
Import
1500
1000
500
0
2009 2010
2011
2012
2013
The SWOT-analysis of the new product
 In the combination
of the fast response
concept and the
«wow»-factor it is
possible to start the
development and
production of an ice
cream line with the
addition of alcohol
fillers.
Strengths:
Weaknesses:
1. High product quality.
2. Innovative activities.
3. Availability of alternative
products.
1. The new brand.
2. The high cost of
transportation.
3. Seasonality of production.
4. High capital intensity.
Opportunities:
Threats:
1. Significant geographical
presence.
2. Special sales point
promotion.
3. Expanding the product
line.
1. Legislative restrictions.
2. The specialized personnel
necessity.
3. Ethical side of the issue.
4. Necessity of the
significant marketing
presence.
The ADL/LC matrix and market research conclusion
 We will launch a product with a niche
strategy and use adaptive marketing. Our
product strategy could be defined as a
strategy to aggressively capture the
market share. The goals for sales growth
can be defined as striving for the level
which is higher than market growth. The
company should focus on fortification of
the existing quality of the goods.
The conclusions and recommendations
 To explore the legislation of the countries in which the
company will start its operations.
 To search for new distribution channels.
 To require the maximum assistance condition from
the controlling units.
 To launch a sub-brand simultaneously.
 To focus on corporate social responsibility.
 To create a clear logistic scheme.
The NPV method
 We have chosen the
average discount
rate for risky
projects at the level
of 25%.
The ice cream
production line
Costs, UAH
NPV
2956702
-2956702
Year (income)
1
136205.1045
108964.08
Year (income)
2
1461494.8725
935356.72
Year (income)
3
2154259.9785
1102981.1
Year (income)
4
2395221.7545
981082.8
Total
171682.7
The average
amount of
income (AAI)
NPV/4
Payback period,
years
Costs/AAI
42920.675
5.7
Thank you for your attention!