INTERNATIONAL MARKETING

ENVIRONMENT

ADAPTATION OF CONTROLLABLE
FACTORS FOR THE INTERNATIONAL
MARKETING ENVIRONMENT
Satisfying international customers
requires adaptation of the firms
marketing mix:
1.
2.
3.
4.

Product
Price
Promotion
Placement (Distribution)

UNCONTROLLABLE FACTORS
CREATING NEED FOR ADAPTATION OF
MARKETING MIX
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Socio-cultural
Demographic
Political
Legal
Ecological
Logistical
Geographical
Technological
Maintenance-related
Competition related

INTERNATIONAL MARKETING
ENVIRONMENT
DOMESTIC MARKET INTERNATIONAL MARKET
Socio-cultural
Socio-cultural
Demographic
Demographic
FIRM
Political
Political
Product
Legal
Legal
Price
Ecological
Ecological
Promotion
Logistical
Logistical
Distribution
Geographical
Geographical
Technological
Technological
Maintenance-related
Maintenance-related
Competition related
Competition related

Agro Industria Exportadora S.A.

(AI)

ISSUES FACED BY AI
1.
2.
3.
4.

Too much dependence on one market.

Perishable product.
Seasonality.
Logistics cost and availability of
containers.
5. Price pressures.
6. Divergent agricultural standards.
7. Marketing arrangements.
6

AIs STRENGTHS
1.
2.
3.
4.
5.
6.
7.

Agricultural produce procurement.

Processing.
Finance.
Marketing infrastructure.
Inexpensive labour.
Quality.
Credibility.
7

OPTIONS AVAILABLE TO AI
1.
2.
3.
4.
5.

Improve value addition.

Co-ordinate with competitors.
Develop institutional customers.
Leverage process capability.
Look for alternative packaging.