I^ WG Who we are?

Present your Firm Case

Who you are
What do you do
Where
What is your market organization
What are your distinctive factors
What positioning
Forward to loretta.battaglia@unimc.it
 I b^ GW How we are
in the market place SWOT Analysis
 Evaluate your Strenghts and Weaknesses

Company analyses and description

Results organisation
capabilities professionalism
Tangible ressources Strategy
Intangible ressources Differences amnong
Weaknesses geography
. ..................................
 I b^ GW How we are in the
market place SWOT Analysis
Strenghts From INSIDE
Weaknesses

Threats From OUTSIDE

Opportunities

Analysis (in Group) of a successful company that operates in international

markets, discussion and presentation of the SWOT Analyses (29/3) GW1
 GW 1 part b
Market analysis to find out opportunities and
threats
SWOT Analysis
Identification of new geography where to invest
in accordance with
Market characteristics
Sector structure
Competitors behavior
Firm international strategy

29/03/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 24

 ..Analyses

TECNOLOGY INFRASTRUCTES

CULTURE - DEMOGRAPHY - ENVIRONMENT

F = SUPPLIER

LAWS AND REGULATIONS

A = OUR FIMR B = COMPETITORS

DISTRIBUTION/ RETAIL

C=CONSUMERS

OTHER ACTORS

ECONOMY INTERNAZIONALIZ.
Micro
 ..Analyses
Broader Environment
TECNOLOGY INFRASTRUCTES

CULTURE - DEMOGRAPHY - ENVIRONMENT

F = SUPPLIER

LAWS AND REGULATIONS

A = OUR FIMR B = COMPETITORS

DISTRIBUTION/ RETAIL

C=CONSUMERS

OTHER ACTORS

ECONOMY INTERNAZIONALIZ.
Micro E
 The marketing environment

Figure 6.1 Dimensions of a local marketing environment - Usunier

 Source of information 1

National statistics sources

www.istat.it
www.censis.it
Ministries and their departments/ operating companies (ICE)

National and International Trade Associations

For Italy
www.confcommercio.it
www.infocamere.it
www.confindustria.it
www.confartigianato.it
Business and Regional Associatiationa
Camera di commercio (CCIA)
Regione
Provincia
Departments
 Source of information 2

International Magazines and Newspaper

National Economic Newspaper (DataBases, Banque des Donnes)
www.ilsole24ore.it
Fortune
FinalcialTimes (www.ft.com)

International research companies

www.gfk.com/it
www.acnielsen.it
www.gfkiha.com
www.economist.com
www.eiu.com
www.mcKinsey.com
 Source of information 3

Legislative framework and rules of the country

Business Rules
http://europa.eu
National Goverment

http://www.oecd.org (global statistics)

 Source of information 4

Search engines in the web

www.google.it e .com
www.yahoo.it e .com
Word Bank Limited,
http://www.wordbank.com/it/index2.html
World Trade Organization:
http://www.wto.org/english/thewto_e/minist_e/min03
_e/brief_e/brief24_e.htm
ALIBABA.COM
http://country.alibaba.com/profiles
Ice www.ice.it
 Evaluate your Strenghts and Weaknesses

Company analyses and description

Results organisation
capabilities professionalism
Tangible ressources Strategy
Intangible ressources Differences amnong
Weaknesses geography
. ..................................
 Evaluate Opportunities and Threats
Data and information relate to micro and broader
environment relevant to the business

competitors competitiveness
Clients and Final Consumers Culture specific
Suppliers Law and Regulation
Retailers/ Distribution System Business practices
Prices Patents
. technology
..................................
 so we evaluate How we are in the
market place
From INSIDE
Strenghts
Weaknesses
From OUTSIDE
Threats
Opportunities

SWOT Analysis
 Opportunities evaluation
S.W.O.T. Analysis

threats opportunities

OUTSIDE

S.W.O.T.

INSIDE

faults strenghts

W hat do w e focus on? I n w hich K FS to w e invest

 S.W.O.T. Decisional Matrix

S
ADDITIONAL ADVANTAGE DISTINCTIVES ADVANTAGES
CHARACTERISTICS
DEGREE OF KEY

W NEGLIGIBLE FEATURES CRITICAL CHARACTERISTICS

LOW IMPORTANCE HIGH

 SWOT ANALYSIS
STRENGHTS WEAKNESSES
xxxxxx xxxxx

OPPORTUNITIES THREATS
XXXXX XXX
 S.W.O.T. Decisional Matrix

ADDITIONAL ADVANTAGE DISTINCTIVES ADVANTAGES

xxxx xxxxx
S
CHARACTERISTICS
DEGREE OF KEY

NEGLIGIBLE FEATURES CRITICAL CHARACTERISTICS

xxxx xxxxx

LOW IMPORTANCE HIGH

 How do we work (assignment)
Development in Group of the International Marketing
Plan of a Business Case
Analysis (in Group) of a successful company that operates in
international markets, discussion and presentation of the SWOT
Analyses (29/3) GW1 (a, b)
Research, analysis and selection of international
markets to enter, opportunity assessment, decision
matrix and selection of the Country (11/4) GW2
Decision: objectives definition and choice of international
marketing strategy: entry mode and distribution, product and
brand for the international market, pricing, communication GW3
(12-13/4)
Resources needed
Final International Plan in PPT format GW4 (TBD)
[score = 70% of the exam (20/60 hrs)

29/03/2017 INTERNATIONAL MARKETING (B) - Loretta Battaglia 42