Export Planning
How to write an international marketing plan
Chapter 7: Marketing mix and competitive positioning
Internationalisation of the firm
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Learning objectives (learning tasks)
Ch. 7
At the end of the chapter you are able to:
1.
analyse your international strategy of market development;
2.
determine customers needs and your brand positioning;
3.
develop the assortment plan and competitive value positioning;
4.
plan the marketing mix set up;
5.
create the price set up.
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
International strategy of market development
4 Perspectives:
1.
Company
internal resources / capabilities / strategies
2.
Context
environmental factors (DRETS)
3.
Competitors
relative strength/weaknesses of competition /
trends in competitive environment
4.
Consumer
needs, wants and characteristics of current and
potential consumers
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Example Nestlé
High Price
Small Assortment
Brestler
Wide Assortment
Local Brand
Low Price
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Example Nestlé
Product
• Ice cream is
stocked and
solded in one
liter boxes whith
8 cones in it.
• Put Spanish and
English
language in
package
• Fewer artificial
Ingredient
Export Planning
Price
• Beginninng of
PLC will be
Price Skimming
• At growth Stage
the price will be
lower
• There will be
used certain level
of price
discrimination
based om
different segment
Place
Promotion
• Distribute and
promote to big
area first in
order to capture
the segment
• First the capital
city (Santiago),
then spread out
into another area
• Give
merchandise with
Nestle logo to
customer
• Billborad and
flyers
• Contact potential
distributor and
give price
discoun and free
sample
• Sponsoring
positive event
• Distribute via
distributor /
wholesaler
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Chapter review questions
(10 min.)
1.
What are the five steps of the strategic thinking process? Why are these steps so important?
2.
Name four important external trends which influence the fulfilment of consumer- and
customer needs.
3.
What is ‘mass customisation’? Explain and give an example.
4.
At what three levels can a product be defined?
5.
Explain the 4C model. Make a relation to the 4P marketing mix.
6.
Create an overview of the marketing mix per PLC phase for a new mobile phone of Nokia.
7.
Explain the relationship between the value chain and price set up per channel
Export Planning
Institute _II_BPM
Joris Leeman© , 2010