INDIAN INSTI.

OF PLANNING & MANAGEMENT

AHMEDABAD. SATURDAY, 27 th SEPTEMBER,2 0 0 8
IM-4 * Global Mkt.Research/Emerging
Markets/Multi-natinal Market Regions & groups
Dr. PRADIP DESAI
B.E. ,M.B.A. (I.I.F.T.), LL.B., Ph.D.(Management-U.S.A.),CMC
CERTIFIED MANAGEMENT CONSULTANT ( C.M.C.)
CHAIRMAN & C.E.O.
MOUN MARKETING CONSULTANTS
{ EXPORTS -MARKETING-IMPORTS -PROJECT-MGMT. CONSULTANTS}
804, ‘SHILP’ COMPLEX , TEL :0 7 9 -6 6 3 1 0 7 4 0 / 3 0 0 7 1 0 3 0
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E-MAIL: info @ mouncorp. co.in * WEBSITE: www. mouncorp. co.in/mounconsult.com/
 Global Market Research-
DEFINITION
* American Marketing Association def.:
Systematic gathering,recording & analyzing of DATA
about problems relating to the marketing of goods &
services.
* Limitation : Fails to include Pre-research Analysis(Desk
Research)which is an imp.aspect of Research Process
* Before Data collection careful Planning required:
5. Kind of info. Needed & 2. Purpose of such info.
without this critical Planning critical info. May not be
obtained or info.& Resarch Turns out to be Irrelevant
or unsuitable e.g. Amrutanjan balm in L.America-
yellow perceived as garbage system colour.
Marketing Information Resources
• Identify the marketing problem & do Pre-research.
• Primary Data : Information that is collected 1 st hand
generated by original research, tailor-made to answer
specific questions & problems for current research
questions.
• Advantage: info. is specific,relevant & up-to-date
• Dis-advantage:High cost & time involved
• Secondary data: Information that has already been
collected for other purposes & readily available.
• Advantage : Secondary data should be used 1 st before
starting Primary research.Cost is very less since ready
• Dis-advantage:Info. May not be relevant & Multi-
nationally not comparable.
 Secondary Research
• Private Sources :
• 1. Public Library: Ind.-Commercial
directories/Country Profiles
• 2. Chamber of Commerce directories/export-trade
promotion organisations of each countries
• 3. Foreign Embassies in India/Indian Embassies
abroad
• 4.Worls Trade Centre’s Association(WTCA)
Has more than 300 world trade centres in some 90
countries
• 5. Dun & Bradstreet Directories
• 6. Encyclopedia of Business Information Sources
 Public Sources
• OECD : Organisation for EconomiC Co-operation
& Development ( members are Industrialized
Market economy countries ) :
• w.europe/n.america/australia-new-zealand/japan
• International Monetary Fund ( IMF)/World Bank
• International Trade div. Of U.S.Dept. of comm.
• DGFT (Director General of ForeignTrade)N.Delhi
• Export Promotion Councils (EPCs)
• Economic co-operation Trade Block-E.U./ASEAN
 Methods of data collection
• 1.Observation : No questionnaire but observing
consumer behaviour without influence of an
Interviewer
• E.g. Toyota research team in USA attnded a cock-
tail party where car owners prefered
Distinctive Design of the Front Grille so that car
looks exclusive from the front view
2. Questionnaire: Leading questions/Suggestive Q./ Counter-
check Q./Tick-mark/Scale of 1-10
a) Personal interviews b)Tele-questionnaire c)Net-surveys
d) Pier-group opinion polls
 Foreign Entry Strategies
• 1. Exporting : without any production base
products are exported to target markets
Dis-adv.:when home currency is strong
product become expensive to buyersAbroad
• Ocean freight increase with rise in Oil price
• Higher labour costs in home country makes
products more expensive abroad
 Foreign Entry strategy …cont:
• 2. Licencing : When market is large abroad but co. is
not willing to Invest in F.country then Licencing of
Production of goods abroad is used
• It is an agreement to use industri.intellectual property
e.g. patents,trademarks,copy rights,Blue Prints,
technical knowhow & skills,engg.design etc
• 3. Jt.Venture : is a partnership between 2 corporates in
domestic or Intl.markets for production of goods or
services.
• 4. Management contract:Hotel or Airlines is owned by
one & operations are carreid out by Other expert co.
• 5. Turnkey Operations : Till start-up complete
resposibility for installation of Mfg.Factory is of Sellers
 Foreign Entry strategy ..cont.
• 6. ACQUISITION: When a mfr.wants to enter a
foreign market rapidly then acquisition of existing
co. ABROAD.
• E.g. TATA acquired JAGUAR-Land Rover-U.K.
• VODAFON acquired Hutch-Essar in INDIA
7. Strategic Alliance (SA):
Unlike in jt.venture here 2 partners are not needed
but 2 get bebefit of expertise in different field SA
is resorted to.e.g. BIG-BAZAR-ICICI credit card
8. FTZ/SEZ: Most preferred due to no taxes & duties
& quicker clearances by Govt.abroad
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