01/04

INTERNATIONAL MARKETING

 ANALYSIS OF THE COMPANY

 SELL THE PRODUCT ABROAD

find two companies :

• international marketing success story : H&M

• international marketing disaster : https://traduc.com/blog/5-entreprises-qui-ont-fait-un-
fiasco-a-linternational/
Starbucks en Australie

S
strategic gap : the difference between a company's profit objectives for a given future period and its
projected level of profit for the same period.
advantages & drawbacks of a U-model (Andersen)

No regular export
activities
Export via independent
representatives (agent)
Establishment of an
overseas sales subsidiary
Overseas production /
manufacturing
ADVANTAGES
Easier to manage
Graduate the risks (step by step)
Less waste of time (delegate)
The company don’t have to
manage the transport
Control who you are selling to
You fix the place,
communication, brand image, …
because you are in the country
Can be heaper / lower expansive
Sometimes more advantageous
laws abroad
More quantity produced
DRAWBACKS
Can be more expansive
Don’t have all the control : you
won’t have the image, you loose
the brand image, the reception,
the price on your product
Expansive
Have to train people to be able
to sell the product
Can have logistic problem
(delivery time, …)

advantages of the international marketing :

develop your company and grow abroad can allow you to increase your market share

increase the visibility and attract new segments

the can try to enter a new market

avoid to depend of one country

develop their image by going global

have benefits abroad (financiel, …)

when your product depend of the season (ex : umbrella, ice cream, …)

more visibility, more sales, more customers, growth the company

COURS 1 document (kellogs)

PS4 presentation

Our declining product is the PlayStation 4th generation. It is an eighth generation home
video game console developed by Sony Computer Entertainment.
This product is in decline as a new generation (PlayStation 5) entered the
market in late twenty twenty .
Indeed, this product was released on November, the fourth two thousand and
thirteen. Five years later, she is slowly coming to an end.
The PlayStation 4 competes with Microsoft's Xbox One

16/04

4 P : marketing mix

Product : brand, qualiy of service, physical features

Price : pricing, methods of payment, optimal price

Place (distribution channels) : direct or indirect

promotion : advertisement, communication

segments : parents – grandparents (grandma)
Define the profile

1: chocolate for the Valentin’s day

➔ lower class, funny person → impulsive purchase

Perso buy it for the valentine’s day for the lover (talking about lover)

2: chocolate for the Valentin’s day

talking about sexe

demographical

geographical

behavioral

psychographic
B to B

22
28/04

Importance of the PESTE:

Political aspect

- corruption
- instability : security
- tax laws
- level of subsidies
- trade agreement
- democracy : people elect someone

Economical aspect
market, evolution, trends ➔ forecast, monitor and detect market threats and opportunities

- purchasing power : PPP : purchasing power parity

- gross domestic product GPD (PIB) : everything which is sold in the country
- gross national income GNI (PNB) : What is sold by French company (inside and abroad)

COFACE website : threat weakness of country situation

Social aspect

Purchase patterns, consumption patterns, consumer expectations

- population age ➔ segmentation

- social classes ➔ positioning
- lifestyle
Technological aspect

- innovation use and done by the country

- internet quality
- infrastructures
Environmental aspect

importance of respect for the environment for the target market ➔ adapting its strategy and CSR
program
Product extension

ADVANTAGES DRAWBACKS
- you benefit from image and fame of - risk of cannibalization of a product can
brand product bad buzz
- you know your market - you have to customize your advertising
compain

Product adaptation

ADVANTAGES DRAWBACKS
- you know the market, you can adapte - cost of research and development
to this market adapt the cost of production, infrastructure

Product invention

ADVANTAGES DRAWBACKS
- a way to develop - Cost

doc skoda - product segmentation

INDIA

decide all the segment and choose one segment and give the positioning + give the product strategy.
Regarding geographical segmentation, we have chosen the following criteria to segment the Indian
market:

- Location : metropolitan territory, island

- Environment: urban or rural
- Reliefs : mountain, desert, plain, plateau, coast, ...

Now, about our choice of segmentation we decide to focus

• for the Geographical aspect, on Indians living in the metropolitan territory, in flat areas (no in
mountains or deserts ares) and in urban areas

Because our car is a city car

And concerning

• the Demographic segment, we choose to focus on

Men in high socio-professional categories
married, with children, a high income and a quite high level of education
We focus on men aged between thirty and forty five years old with a family of 3-4 people

We chose this segment because our car is a family car and generally it is Indians who buy a car
(although women can too)
Moreover, this product is still a relatively expensive product for the Indians so that's why we target
consumers with a high income and a degree

Regarding place and distribution, we will offer our product in Skoda sales outlets (that are located in
the cities) and in Local Indian dealerships, partners of Skoda

d’abord on segmente et on choisit le produit après

FIND criterias for

cup of coffee

toilet paper

viagra

choose the segment – measure the segment (how many people) – choose the strategy
17/05

fichier Pricing strategy

• PENETRATION PRICING

Canal +, ex : free for 2 months, …

Advantages : can gain market share (attract people)

• ECONOMY PRICING

travel agency : “if you are the first, you will pay less”

= promotion if you are the first you will pay less, but during the summer, with the advertising, you
will pay more

ex : soup in winter, if you buy your soup in summer it will be cheaper

• PRICE SKIMMING

you have something different from the other so you can apply higher price

this strategy is shorter and shorter

• PSYCHOLOGICAL PRICING

tend to finish to 9 but today, the new figure is : 7

• PRODUCT LINE PRICING

• OPTIONAL PRODUCT PRICING

Cars : options, …

• CAPTIVE PRODUCT PRICING

ex : nespresso, you have to pay the capsule

ex : MAC, specific usbc,adaptator, …

• PRODUCT BUNDLE PRICING

PS5

• PROMOTIONAL PRICING

promotional cost ex : buy 2 and you get 25% off (illegal in France)
 • GEOGRAPHICAL PRICING

beer cheaper in the north of France

• VALUE PRICING

macdonald

• PREMIUM PRICING

thermomix

fichier Ryanair price

penetration pricing + optional product pricing

DISTRIBUTION

DIRECT WAY

• e commerce
transmit the know how / information about the product

• franchiser : independent company, they can manage the business

INDIRECT WAY

distributors in general

international agence : independant in the country, they will be paid only on commission

market place :

PROMOTION

advertising, partnership, media, …

MEDIAS : tv, radio, press, internet, outdoor advertising, cinema

media planning (def ?)

inbound and outbound marketing

inbound (active, you have an interaction with the consumer)

outbound (you are passive, sortir qqch mais passif)

- 3 forms of advertising going in international

o customize
o global
o glocal : mix of global and local
▪ ex : adapting the strategy in the country / the culture (ex :Mc Do)
fichier launch of Viagra

1. Evaluate the promotional mix used by Pfizer in the launch of Viagra

Great inbound advertising : promotion by influencers, famous people, actors, …

magazine

massive sale force

2. our strategie

Global brand image