International marketing process

1. International Marketing Process

2. International marketing process
• Under the marketing concept, the firm must find a way to discover
unfulfilled customer needs and bring to market products that satisfy
those needs. The process of doing so can be modeled in a sequence
of steps:
• The situation is analyzed to identify opportunities, the strategy is
formulated for a value proposition, tactical decisions are made, the
plan is implemented and the results are monitored.

3. 1. Situation Analysis
• A thorough analysis of the situation in which the firm finds it serves as the
basis for identifying opportunities to satisfy unfulfilled customer needs.
• In addition to identifying the customer needs, the firm must understand its
own capabilities and the environment in which it is operating.
• The situation analysis thus can be viewed in terms an analysis of the
external environment and an internal analysis of the firm itself. The
external environment can be described in terms of macro-environmental
factors(legal, political and social conditions, policies, cultural tastes,
disastrous weather and govt. regulations) that broadly affect many firms,
and micro-environmental factors ( competitors, suppliers, workers and
their unions, customers, public and marketing intermediaries, etc) closely
related to the specific situation of the firm.

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• The situation analysis should include past, present, and future aspects. It
should include a history outlining how the situation evolved to its present
state and an analysis of trends in order to forecast where it is going.
• If the situation analysis reveals gaps between what consumers want and
what currently is offered to them, then there may be opportunities to
introduce products to better satisfy those consumers.
• Hence, the situation analysis should yield a summary of problems and
opportunities. From this summary, the firm can match its own capabilities
with the opportunities in order to satisfy customer needs better than the
competition.

5. There are several frameworks that can be used
to add structure to the situation analysis
a) 5 C Analysis - company, customers, competitors, collaborators, climate.
• Company represents the internal situation; the other four cover aspects
of the external situation
b) PEST analysis - for macro-environmental political, economic, societal, and
technological factors.
• A PEST analysis can be used as the "climate" portion of the 5 C framework.
c) SWOT analysis - strengths, weaknesses, opportunities, and threats - for
the internal and external situation.
• A SWOT analysis can be used to condense the situation analysis into a
listing of the most relevant problems and opportunities and to assess how
well the firm is equipped to deal with them.

6. 2. Marketing Strategy
• Once the best opportunity to satisfy unfulfilled customer needs is
identified, a strategic plan for pursuing the opportunity can be developed.
• Market research will provide specific market information that will permit
the firm to select the target market segment and optimally position the
offering within that segment. The result is a value proposition to the
target market.
• The marketing strategy then involves:
1. Segmentation
2. Targeting (target market selection)
3. Positioning the product within the target market
4. Value proposition to the target market

7. 3. Marketing Mix Decisions
Detailed tactical decisions then are made for the controllable
parameters of the marketing mix.
• The action items include:
1. Product development - specifying, designing, and producing the
first units of the product.
2. Pricing decisions
3. Distribution contracts
4. Promotional campaign development

8. 4. Implementation and Control:
• At this point in the process, the marketing plan has been developed and
the product has been launched.
• Given the results of the marketing effort should be monitored closely.
• As the market changes, the marketing mix can be adjusted to
accommodate the changes. Often, small changes in consumer wants can
be addressed by changing the advertising message. As the changes
become more significant, a product redesign or an entirely new product
may be needed.
• The marketing process does not end with implementation - continual
monitoring and adaptation is needed to fulfill customer needs consistently
over the long-term.

9. International Marketing Orientation of Firms
• A company can have one of the following five types of orientations
towards its markets
a) The production concept
b) The product concept
c) The selling concept
d) The marketing concept
e) The societal marketing concept

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a) The Production Concept:
• This concept is the oldest of the concepts in business. It holds that
consumers will prefer products that are widely available and
inexpensive.
• Managers focusing on this concept concentrate on achieving high
production efficiency, low costs, and mass distribution. They assume
that consumers are primarily interested in product availability and
low prices.
• This orientation makes sense in developing countries, where
consumers are more interested in obtaining the product than in its
features.

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b) The Product Concept:
• This orientation holds that consumers will favor those products that
offer the most quality, performance, or innovative features.
• Managers focusing on this concept concentrate on making superior
products and improving them over time. They assume that buyers
admire well-made products and can appraise quality and
performance.

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c) The Selling Concept:
• This is another common business orientation. It holds that consumers
and businesses, if left alone, will ordinarily not buy enough of the
selling company’s products.
• The organization must, therefore, undertake an aggressive selling and
promotion effort.

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d) The Marketing Concept:
• This is a business philosophy that challenges the above three business
orientations. Its central tenets crystallized in the 1950s. It holds that
the key to achieving its organizational goals (goals of the selling
company) consists of the company being more effective than
competitors in creating, delivering, and communicating customer
value to its selected target customers.

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The marketing concept has been expressed in many colorful ways:
• “Have it your way” (Burger King)
• “You are the boss” (United Airlines)
• “Putting people first” (British Airways)
• “Partners for profit” (Milliken Company)

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e) The Societal Marketing Concept:
• This concept holds that the organization’s task is to determine the
needs, wants, and interests of target markets and to deliver the
desired satisfactions more effectively and efficiently than competitors
(this is the original Marketing Concept).
• Additionally, it holds that this all must be done in a way that
preserves or enhances the consumer’s and the society’s well-being.

16. Marketing terms
Basic marketing:
• Simply selling
Reactive marketing:
• In addition to selling encourage the customer to contact for any question,
comments, complaints
Accountable marketing:
• After-sales calls to check if the customer is satisfied
Proactive marketing:
• Contact customer from time to time to seek inputs for future
improvements in products