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I^ WG – Who we are?
Present your Firm Case • Who you are • What do you do • Where • What is your market organization • What are your distinctive factors • What positioning
Forward to loretta.battaglia@unimc.it
I b^ GW – «How we are» in the market place – SWOT Analysis
Evaluate your Strenghts and Weaknesses
– Results – capabilities – Tangible ressources – Intangible ressources – Weaknesses – ………………….
– organisation – professionalism – Strategy – Differences amnong
geography – ..................................…
• Company analyses and description
I b^ GW – How we are in the market place – SWOT Analysis
• Strenghts • Weaknesses
• Threats • Opportunities
From INSIDE
From OUTSIDE
Analysis (in Group) of a successful company that operates in international markets, discussion and presentation of the SWOT Analyses (29/3) GW1
GW 1 – part b • Market analysis to find out opportunities and
threats • SWOT Analysis • Identification of new geography where to invest
in accordance with – Market characteristics – Sector structure – Competitors’ behavior – Firm’ international strategy
29/03/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 24
TECNOLOGY INFRASTRUCTES
ECONOMY
LAW
S AN
D RE
GULA
TIO
NS
CULTU
RE - DEMO
GRAPHY - ENVIRO
NM
ENT
A = OUR FIMR
F = SUPPLIER
B = COMPETITORS
DISTRIBUTION/ RETAIL
C=CONSUMERS
INTERNAZIONALIZ.
..Analyses
OTHER ACTORS
Micro
Micro E
Broader Environment TECNOLOGY INFRASTRUCTES
ECONOMY
LAW
S AN
D RE
GULA
TIO
NS
CULTU
RE - DEMO
GRAPHY - ENVIRO
NM
ENT
A = OUR FIMR
F = SUPPLIER
B = COMPETITORS
DISTRIBUTION/ RETAIL
C=CONSUMERS
INTERNAZIONALIZ.
..Analyses
OTHER ACTORS
The marketing environment
Figure 6.1 Dimensions of a local marketing environment - Usunier
Source of information 1
National statistics sources • www.istat.it • www.censis.it • Ministries and their departments/ operating companies (ICE)
National and International Trade Associations For Italy • www.confcommercio.it • www.infocamere.it • www.confindustria.it • www.confartigianato.it
Business and Regional Associatiationa • Camera di commercio (CCIA) • Regione • Provincia • Departments
Source of information 2
International Magazines and Newspaper • National Economic Newspaper (DataBases, Banque des Donnes) • www.ilsole24ore.it • Fortune • FinalcialTimes (www.ft.com)
International research companies • www.gfk.com/it • www.acnielsen.it • www.gfkiha.com • www.economist.com • www.eiu.com • www.mcKinsey.com
Source of information 3
Legislative framework and rules of the country Business Rules • http://europa.eu • National Goverment
• http://www.oecd.org (global statistics)
Source of information 4
Search engines in the web • www.google.it e .com • www.yahoo.it e .com • Word Bank Limited,
http://www.wordbank.com/it/index2.html • World Trade Organization:
http://www.wto.org/english/thewto_e/minist_e/min03_e/brief_e/brief24_e.htm
• ALIBABA.COM http://country.alibaba.com/profiles
• Ice www.ice.it
Evaluate your Strenghts and Weaknesses
– Results – capabilities – Tangible ressources – Intangible ressources – Weaknesses – ………………….
– organisation – professionalism – Strategy – Differences amnong
geography – ..................................…
• Company analyses and description
Evaluate Opportunities and Threats
– competitors – Clients and Final Consumers – Suppliers – Retailers/ Distribution System – Prices – ………….
• Data and information relate to micro and broader environment relevant to the business
– competitiveness – Culture specific – Law and Regulation – Business practices – Patents – technology – ..................................…
… so we evaluate «How we are» in the market place
• Strenghts • Weaknesses
• Threats • Opportunities
From INSIDE
From OUTSIDE
SWOT Analysis
S.W.O.T. Analysis
Opportunities evaluation
S.W.O.T.
strenghts faults
threats opportunities
What do we focus on? In which KFS to we invest
OUTSIDE
INSIDE
S.W.O.T. Decisional Matrix
S
W
DEG
REE
OF
KEY
CHAR
ACTE
RIST
ICS
IMPORTANCE
DISTINCTIVES ADVANTAGES
CRITICAL CHARACTERISTICS
ADDITIONAL ADVANTAGE
NEGLIGIBLE FEATURES
HIGH LOW
SWOT ANALYSIS STRENGHTS • xxxxxx
WEAKNESSES • xxxxx
OPPORTUNITIES
XXXXX
THREATS
XXX
S.W.O.T. Decisional Matrix
ADDITIONAL ADVANTAGE
• xxxx
DISTINCTIVES ADVANTAGES
• xxxxx
NEGLIGIBLE FEATURES
xxxx
CRITICAL CHARACTERISTICS
xxxxx
S
W
DEG
REE
OF
KEY
CHAR
ACTE
RIST
ICS
IMPORTANCE HIGH LOW
How do we work (assignment) • Development in Group of the International Marketing
Plan of a Business Case – Analysis (in Group) of a successful company that operates in
international markets, discussion and presentation of the SWOT Analyses (29/3) GW1 (a, b)
– Research, analysis and selection of international markets to enter, opportunity assessment, decision matrix and selection of the Country (11/4) GW2
– Decision: objectives definition and choice of international marketing strategy: entry mode and distribution, product and brand for the international market, pricing, communication GW3 (12-13/4)
– Resources needed – Final International Plan in PPT format GW4 (TBD)
[score = 70% of the exam (20/60 hrs)
29/03/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 42
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