Transcript INTERNATIONAL MARKETING STRATEGIES I - campus-ipac

INTERNATIONAL MARKETING STRATEGIES
I- Exam – 20’
2- Lesson- 2h00
3- Research – 45’
4- Study Project Definition 20 ‘
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Learning objectives
• Nature and types of MKT for SME
• Different strategies and mindsets of SME
• Understand factors affecting strategic MGT
• Be able to evaluate the factors for success and failure
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FRANCE’s exportations
•
63% of trade in Europe
• Increase its business with
China, Russia and India
•
79% of SME for 15 % of
the total exportation
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Motivation – Reactive stimuli
• Adverse domestic market conditions
• Availibility of production capacity
• Favorable currency movements
• Increase # of country markets and reduce market-related risk
• Unsolicited orders from overseas customers
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Motivation – Proactive stimuli
• Attractive profit and growth opportunity
• Ability to easily modify products for export markets
• Public policy programmes for export promotion
• Foreign country regulations
• Possession of of unique product
• Economies resulting from additional orders
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Barriers to internationalization
• Shortage of working capital
•
Shortage of financial capital
• Inadequate knowledge of overseas markets
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Lack of managerial time, skills and knowledge
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Table 5.1 - Comments
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Strategies for international business
Standardization
Adaptation
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Standardization = A unique version of a product
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Standardization
Why standardizing?
• Price
• Multinational consumers
• Industrial product
• One-shot export
• Limited resources
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• Economy of scale
• Consumer habits
• Does not take into consideration
cultural differences, purchasing
power…
• Process planification and
control
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Adaptation
Adaptation, to its extreme extend, is to create a unique
version of a product for a unique market/segment
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Commercial adaptation
• Consumer habits
• Preferences and taste
• Purchasing power
• Education level
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Technical Adaptation
• Custom regulations
• Local professional certifications
• National Standards = voltage
• Technical regulations
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Why adapting
• Different usage
• Purchasing power difference
• Laws
• Lots of ressources
• Important competition
• Culture
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Distribution
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http://freebeer.org/blog/
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III- Steps to master export
French Support Organizations
• La DRCE (Direction des Relations Economiques Extérieurs)
• La DGDDI (Direction Générale des Douanes et des Droits Indirects)
• UBIFrance
• La COFACE (Compagnie Francaise d’Assurance pour le Commerce Extérieur)
• Les CCI (Chambre du Commerce et de l’Industrie)
• Les CCIFE (CCI Francaise à l’Etranger)
• Les Organisations Professionnelles
• Les Conseillers du Commerce Extérieur de la France
• OSEO
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