1. International Buying and
Marketing
Fergul Kuzucuoglu March 13th 2013, SH China wk1

2. Agenda wk 1
1. General Introduction
2. International Marketing and Trading
3. Fiber/Textile Manufacturing

3. COURSE OUTLINES
Unit 1 Introduction
• International Trade and Marketing
• Fiber, Textile, Apparel, Retail process
• Trade blocs( WTO, NAFTA, EU, ASEAN…etc)
Unit 2 Value Chain and Positioning of companies in China
• Company organizational structure(fiber/yarn/textile)
• Target customer identification and branding
• Design positioning
• Sales promotion
• The buying calendar and seasonal phasing
• Pricing policy

4. COURSE OUTLINES
Unit 3 Fashion industry structure in China
• Range planning and product development
• Job description of merchandiser and buyer
• Sales and fashion trends forecasting
Unit 4 Purchasing at wholesale& buying at retail
• Supply Chain
• China’s position in Global Supply Chain
• Sales & Stores
• Retail Buying Plan/Purchasing budgets(OTB)
• Merchandise Assortment Plan
• Trade Conditions
Unit 5 Summary and Evaluation
• Evaluation of each team retail buying and marketing plans( details will be later)

5. What is the definition of marketing?

6. Casual Definition of Marketing

7. Academic Definition of
Marketing

8. History of Marketing

9. • International trade is the exchange of goods and services
between countries.
• Gives opportunity to consumers and countries to reach goods
and services which are not available in their own countries. (
export- import)
• If a country cannot efficiently produce an item, it can obtain
the item by trading with another country. Also helps existing
suppliers to compete efficiently.
• Foreign Direct Investment will easily flow into countries which
will create job, purchasing power in the population.
International Marketing

10. • Multinational marketing applies for a number of very large
companies. Their headquarter, production plants and sales
should be spread in different locations in the world.
• International marketing is the term used to describe all
activities within international area. Generally if overseas sales
is more than 25-30% of total turnover , this term applies.
International Buying&Marketing

11. International Marketing -Retailing
 Identify business area
(knowing products)
i.e. home furnishing
products range
 Identify industry
(knowing our customers
in stores)i.e. retailing
 How to purchase to get
lower retail
price?(knowing correct
production country)
Ranges/products
Sales/storePurchasing/supplier

12. Result Paradox in
Retailing Companies
Organization Showing result
Purchasing 2%
Range 1%
Distribution 2%
Retail 95%
Total 100%
Influence result
35%
35%
15%
15%
100%
Purchasing
& Range
Retail/Sales
High
leverage
point

13. The Marketing Mix and the 4Ps
•Price
•Product
•Place
•Promotion

14. How might the marketing mix come
into play in the marketing of Vero
Moda in the world?
Launched in 1989 in Denmark
Womenswear
800 stores worldwide
Smart casual styling

15. PROMOTION PLACE
PRICE
PRODUCT

16. How about the marketing mix in China
for Vero Moda ?

17. Trendy Brand
Launched in 2001 in China
Womenswear
1.713 stores in China
Fancy smart casual styling

18. PROMOTION
PLACE
PRICE
PRODUCT

20. Marketing Channels