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The organisation produces their product in their home market and then sells them to customers overseas. The organisations sells their product to a third party who then sells it on within the foreign market. Another of form on market entry in an overseas market which involves the exchange of ideas is contracting. The ultimate decision to sell abroad is the decision to establish a manufacturing plant in the host country. To share the risk of market entry into a foreign market, two organisations may come together to form a company to operate in the host country. Basic marketing concepts tell us that we will sell more of a product if we aim to meet the needs of our target market. The arguments for standardisation state that the process of adapting the product to local markets does little more than add to the overall cost of producing the product and weakens the brand on the global scale. As you can see both strategies; using a standard product and an customised product can work just as well. As with international product decisions an organisation can either adapt or standardise their promotional strategy and message. Before designing promotional activity for a foreign market it would be expedient to complete a PEST analysis so that you have a complete understanding of the factors operating in the foreign market you would like to enter. The internet has created further challenges as customers can view global prices and purchase items from around the world. The Place element of the marketing mix is about distributing a product or service to the customer, at the right place and at the right time. Prior to designing an international marketing mix a business should carry out a PEST analysis for every country they would like to operate in.
This lesson gives an outline of the way in which an organization should select which foreign to enter.
The countries that make it to stage three would all be considered feasible for market entry. At this second stage one takes a more serious look at those countries remaining after undergoing preliminary screening. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.
In 2006, Tourism Australian launched its ad campaign entitled "So where the bloody hell are you?" in Britain.
In the People’s Republic of China a nationwide system of public education is in place, which includes primary schools, middle schools (lower and upper), and universities. In Finland school attendance is compulsory between the ages of 7 and 16, the first nine years of education (primary and secondary school) are compulsory, and the pupils go to their local school.
In Uganda schooling includes 7 years of primary education, 6 years of secondary education (divided into 4 years of lower secondary and 2 years of upper secondary school), and 3 to 5 years of post-secondary education.
This aspect of Terpstra and Sarathy’s Cultural Framework relates to how a national society is organized.
China’s car market grew 25% in 2006 and it has overtaken Japan to be the second-largest car market in the world with sales of 8 million vehicles. As with many aspects of Terpstra and Sarathy’s Cultural Framework, the underpinning social culture will drive the political and legal landscape. Aesthetics relate to your senses, and the appreciation of the artistic nature of something, including its smell, taste or ambience. Therefore international marketing needs to take into account the local culture of the country in which you wish to market.
The Terpstra and Sarathy Cultural Framework helps marketing managers to assess the cultural nature of an international market. With language one should consider whether or not the national culture is predominantly a high context culture or a low context culture (Hall and Hall 1986). The nature and complexity of the different religions an international marketer could encounter is pretty diverse. In China in 2007 (which was the year of the pig) all advertising which included pictures of pigs was banned.
In 2005 France’s Catholic Church won a court injunction to ban a clothing advertisement (by clothing designers Marithe and Francois Girbaud) based upon Leonardo da Vinci’s Christ’s Last Supper. Note: The issues covered below are discussed in more detail in the International Marketing section of this site. Non-tariff barriers, such as differential standards in testing foreign and domestic products for safety, disclosure of less information to foreign manufacturers needed to get products approved, slow processing of imports at ports of entry, or arbitrary laws which favor domestic manufacturers. Michael Woody chaired the first meeting of the task force on international business organized by Promotional Products Association International at their headquarters in Irving, Texas, on October 21st. PPAI's Suppliers' Forum last week brought in top supplier industry leaders willing to share best practices and detailed strategies to the Long Beach Convention Center in Long Beach, California. Michael Woody, along with Charley Johnson from SnugzUSA and Laura Forbes from Zebra Marketing, are the centerpiece of a new PPAI advertising campaign highlighting the benefits of volunteering for the promotional products industrya€™s only international trade association. The ad appears in PPB magazine, the associationa€™s online newsletter, and in several regional association newsletters. On Tuesday, January 12th, at the PPAI Expo in Las Vegas, Michael Woody will be presenting on the future of the promotional products distribution network, and how technology and globalization are affecting our businesses.


With current pressures such as direct sourcing, product safety, shrinking margins, the state of the economy and many other factors affecting the promotional products distribution network, will you merely survive or will you thrive in the future? Through an interactive exchange, this in-depth workshop will help you identify macroeconomic trends affecting our industry and how our promotional products businesses must adapt to cope with those changes.
Steve Yukel and Michael Woody will speak to business owners at the PPAI Expo in Las Vegas on how to increase the value of your company in the eyes of potential buyers or partners. Bjorn Harenstam, International Marketing Advantages a€“ Europe, addressed business leaders on the subject of international brand building at a November conference in Stockholm sponsored by Ferrari. Harenstam spoke about the synergy of partnering with a strong brand like the Ferrari racing team to enhance a companya€™s international brand recognition and stature. International trade provides so much more growth opportunities for small to medium size businesses as well as large enterprises. On the other hand the global market is fast-moving and dynamic, so your marketing communication needs to reflect this. This booklet provides an introduction to the International Trade and explains pitfalls to avoid.
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The most appropriate method will depend on the business, its products, the outcome of its Marketing Environment analysis and its Marketing Plan. Here the Licensor will grant an organisation in the foreign market a license to produce the product, use the brand name etc in return that they will receive a royalty payment. The manufacturer of the product will contract out the production of the product to another organisation to produce the product on their behalf.
The government of the host country may give the organisation some form of tax advantage because they wish to attract inward investment to help create employment for their economy. The two companies may share knowledge and expertise to assist them in the development of company, of course profits will have to be shared between the two firms.
This article talks you through each element of the marketing mix and the arguments for and against adapting it suit each foreign market. In international markets this will involve taking into consideration a number of different factors including consumer's cultural backgrounds, religion, buying habits and levels of personal disposable income. In today’s global world, where consumers travel more, watch satellite television, communicate and shop internationally over the internet, the world is a smaller than it used to be. The right approach for each organisation will depend on their product, strength of the brand and the foreign market that the marketing is aimed at.
Advertising messages in countries may have to be adapted because of language, political climate, cultural attitudes and religious practices.
This has increased the level of competition and with it pricing pressures, as global competitors may have lower operating costs. Distribution in national markets such as the United Kingdom will probably involve goods being moved in a chain from the manufacturer to wholesalers and onto retailers for consumers to buy from.
This will help them determine what elements of the marketing mix can be standardised and which elements will need adjustments to suit local needs. The International Marketing Entry Evaluation Process is a five stage process, and its purpose is to gauge which international market or markets offer the best opportunities for our products or services to succeed. So it is vital that detailed information on the target market is obtained so that marketing decision-making can be accurate. Marketing manager or their representatives should travel to a particular nation to experience firsthand the nation’s culture and business practices.
Now you begin to score, weight and rank nations based upon macro-economic factors such as currency stability, exchange rates, level of domestiv consumption and so on. So if you are planning to take a product or service overseas make sure that you have a good grasp the locality before you enter the market. The $130 million (US) campaign was banned by the British Advertising Standards Authority from the United Kingdom.
With just six car owners per 100 people (6%), compared with 90% car ownership in the US and 80% in the UK, the potential for growth in the Chinese market is immense. The political ideology on which the society is based will impact upon your decision to market there. The organization needs to make sure that their products and services are not offensive, unlawful or distasteful to the local nation.
For over 20 years, Michael Woody has developed and fostered relationships with a wide variety of supplier and distributor companies all over the world. Technology and globalization are two key factors shaping the future not only of our industry, but our customers' industries, and you must understand the implications to prepare yourself and your company for future success. This workshop will discuss the financial, administrative and operational steps necessary to secure future sales including how to prepare for a sale or merger, the best time to execute an exit strategy, specific steps to take in the process of selling a business and how to clearly define what is for sale. And it is much easier to work with a  company who understands international trade and have attack record in helping businesses to achieve their global dreams.
The Franchise holder may help out by providing training and marketing the services or product. In an overseas market there will be more parties involved because the goods need to be moved around a foreign market where business practices will be different to national markets. It may well be that a business is able to use a standard marketing mix in the majority of cases and only need to adjust it on the rare occasion.


The five steps are Country Identification, Preliminary Screening, In-Depth Screening, Final Selection and Direct Experience. Now one can deal with not only micro-economic factors but also local conditions such as marketing research in relation to the marketing mix i.e.
The company could look at close competitors or similar domestic companies that have already entered the market to get firmer costs in relation to market entry.
On a first impressions basis at least one can ascertain in what ways the nation is similar or dissimilar to your own domestic market or the others in which your company already trades. So you conduct country identification – which means that you undertake a general overview of potential new markets. The campaign featured all the standard icons of Australia such as beaches, deserts, and coral reefs, as well as traditional symbols like the Opera House and the Sydney Harbour Bridge. For example, in countries with low literacy levels, advertisers would avoid communications which depended upon written copy, and would favour radio advertising with an audio message or visual media such as billboards. For example, the United Kingdom has a largely market-driven, democratic society with laws based upon precedent and legislation, whilst Iran has a political and legal system based upon the teachings and principles Islam and a Sharia tradition. So with a high context culture hidden cultural meaning needs to be considered, as does body language. The ban included pictures of sausages that contained pork, and even advertising that included an animated (cartoon) pig. McDonalds is a popular example of a Franchising option for expanding in international markets. Brands such as MTV, Nike, Levis are all successful global brands where they have a standardised approach to their marketing mix, all these products are targeted at similar groups globally.
Every aspect of promotional detail will require research and planning one example is the use of colour; red is lucky in China and worm by brides in India, whilst white is worn by mourners in India and China and brides in the United Kingdom. For example in Japan there are approximately five different types of wholesaler involved in the distribution chain. Managers could also look at other nations that it has entered to see if there are any similarities, or learning that can be used to assist with decision-making in this instance. There might be a simple match – for example two countries might share a similar heritage e.g. Some countries such as China require that some fraction of the company entering the market is owned domestically – this would need to be taken into account.
For example, it may be acceptable to give a reasonable (not large) facilitating payment to get customs workers to process a shipment faster, but it would not be legal to pay these individuals to change the classification of a product into one that carries a lower tariff.
In India where a cow is a sacred animal their burgers contain chicken or fish instead of beef. Many organisation adapt promotion strategies to suit local markets as cultural backgrounds and practices affect what appeals to consumers.
Businesses will need to investigate distribution chains for each country they would like to operate in. Remember that your experience to date is based upon your life mainly in your own nation and your expectations will be based upon what your already know. There are some nations that are experiencing political instability and any company entering such a market would need to be rewarded for the risk that they would take. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artefacts (i.e. For example, in France workers tend to take vacations for the whole of August, whilst in the United States employees may only take a couple of week’s vacation in an entire year. They will also need to investigate who they would like to sell their products and services to businesses, retailers, wholesaler or directly to consumers. After this exercise the marketing manager should probably try to visit the final handful of nations remaining on the short, shortlist.
Try to be flexible and experimental in new nations, and don’t be judgemental – it’s about what’s best for your company – happy hunting. At this point the marketing manager could decide upon a shorter list of countries that he or she would wish to enter. The distribution strategy for each country a business operates in could be different due to profit margins and transportation costs. All of this will information will for the basis of segmentation, targeting and positioning.
Whether or not there are strong trade unions will impact upon management decisions if you employ local workers. One could also take into account the value of the nation’s market, any tariffs or quotas in operation, and similar opportunities or threats to new entrants.
Again at this point it is very early days and potential export markets could be included or discarded for any number of reasons.




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