Professional Documents
Culture Documents
(Updated) IM C2
(Updated) IM C2
(Updated) IM C2
INTERNATIONAL
ENVIRONMENT
VTHN
ngocvth@uel.edu.vn
CONTENTS
02 Global trends
03 Environmental Analysis
Model
“For now, the world seems to be characterized by relatively strong
growth in the United States, disappointing but improving growth in
Europe and Japan, slowing growth in China and weakness in many
other emerging markets—the one big exception being India, where
growth is actually quite impressive” (Deloitte, 2016)
1.1 Overview
Need to understand
Pace of change increasing global trends & trends
within individual
Lack of familiarity with markets
international environment
Objective & experiential
Lack of knowledge about knowledge
foreign markets creates
uncertainty Constant scanning of
markets
1.2 Global environment
- restrict the shipment of - requiring licenses that be - protective tariffs are high
defense products, protect obtained before goods may b/c it is designed to protect
the domestic economy from be exported/ imported to domestic industry
a drain of scarce materials, & regulate the nature of - revenue tariffs are low
enhance national security external trading relationships
b/c it is designed to
- forms of protectionism or generate maximum
trade barriers revenue for the
government
Government controls
Protection logic and illogic
Monetary barriers
Market barriers
3. operational/resource-based limitations.
State trading
- government engagement in commercial operations, directly
or through agencies under its control, either in place of or in
addition to private traders.
2. lower middle-income economies (GNI per capita US$996 - US$3,895) (India, Egypt,
Nigeria, Vietnam)
4. high-income economies (GNI per capita >US$ 12,055) (Argentina, Croatia, Panama, Bahrain,
France, Israel, Japan)
- The US, the EU, Hong Kong, Japan and South Korea are the five top major markets
- Latin America (Argentina, Chile, Mexico, Colombia, and Peru) – are growing rapidly and
economic conditions have improved significantly.
- Middle East and North African (MENA) region has lagged behind in economic
growth and globalization.
Infrastructure
“Sixty per cent of the global population lives in Asia (4.4 bill)”
(United Nations, 2016)
2.2 Tech trends
# grow to 5.3 bn. Internet uses by 2023
# Take-up of tech products varies across countries
# Asia-Pacific region most growth in new internet users
# 2.5 bill smartphone users in 2019 (Statista, 2019)
# Use of social media
# Worldwide retail E-commerce sales will reach $2.8 trill. (Shopify, 2018)
“Facebook had 2.27 billion monthly active users”
(Facebook, 2018)
Helpful Harmful
Economic Legal
Social Environemtal
PEST analysis vs SWOT analysis
Strengths Political
Weaknesses Economic
Opportunities Social
Threats Technological
International institutions
● WTO
● ASEAN
● AFTA
● APEC
● IMF
Summary
• General lack of familiarity with markets
• Every market different – don’t make assumptions
• A wide range of factors to take into consideration
• Fast changing global marketplace
• Importance of continuous monitoring of international markets to identify
changes
• Very difficult to eliminate risk, but can manage it
?
What are today’s current issues potentially affecting international
marketing and what impact are they likely to have?
Useful Websites
journalofworldbusiness.com unctad.org
wto.org Internetworldstats.com
worldbank.org globaltrends.com
oecd.org Mckinsey.com