critical appraisal incorporating cultural and economic analysis

International Marketing

1.) Contents page

· product/service

· consumer/industrial

· who makes it

· name of company

2.) Introduction to the product/service

· a paragraph, a logo, something help to understand

3.) Introduction to the country/bricsa/mint

4.) Economic analysis (gnp per capita) wealth distribution /hdi (human development index)

· after page 16 on study pack

· urban /rural

· ratio income per capita

·

5.) Socio-cultural analysis language/ customs/education

· geography

· climate

· muslim market

6.) Political factors/trade agreements/stability

· who they have trade agreements with at the moment

· what kind of government do they always change it

· same leader? For many years?

· Is it liberal? Or conservative country

7.) Technological factors (including internet speed if relevant)

8.) Competitor analysis

· who are the major players

· local or MNCs

9.) Market analysis

· hand book section three

· who is the customer

· customer behavior

· who am I targeting

· demographics- age gender etc

· geographic- cities town rural

· psychographics (interest status)

· buyer behavior (where they buy/ online/ shop/how often they buy)

10.) Positon strategy

· how you want customer to think about your product/service

· what is your USP (unique selling point) maybe quality?

· Maybe selling point is price (good value)

· Is it solving a problem

· Against competition

· Levels customer service

· Performance/reliability

· Convenience

· Country of origin

11.) Marketing objective

· what are you hoping to achieve

· need to be specific

· to increase the sell product in this country

· profits/sales/awareness/revenue/market coverage

· ex- to penetrate 50 % customer in saopaolo by 2015 with 73638 units

· going for small city? Region? What size? How many units? How much profit?

12.) Mode of entry (ethnocentric/polycentric)

· no one line

· write theories, need justification

* Product/service standardize/adaptation-relate to 3 levels of product/service

13.) Pricing strategy

· what pricing strategy will we use….likely to go with the positioning….level of competition

· penetration

· skimming?

14.) Communication strategy

· celebrity endorsement / social media

· buy one get one free

· website

· collect customer information

15.) Distribution strategy

· how to get to end user, what methods can we use

· intensive (in all stores)/selective (will we choose a few places)/exclusive

16.) Control mechanism/measurement

· how are you going to measure success of my plan

· can look at sales figures (depends on objectives)

17.) Conclusion/recommendations

· maybe need to change?

· Maybe exhibition or demonstration

· Recommendation how to go forward with future

·

18.) references