INDIAN INSTI.

OF PLANNING & MANAGEMENT

AHMEDABAD. FRIDAY, 8 th AUGUST,2 0 0 8
IM-11*Application of Mktg.Research in Intnl.Mktg.Decisions
INTERNATIONAL MARKETING
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
OPP.STATE BANK OF INDIA , MOBILE : 9 8 2 5 0 -1 1 2 0 0
NAVARANGPURA, C.G.ROAD, TELEFAX : 91- 7 9 - 2 6 4 6 7 1 7 1
AHMEDABAD -38 00 09 RES. : 66 3 1 0 730 /2646 3218
E-MAIL: info @ mouncorp. co.in * WEBSITE: www. mouncorp. co.in/mounconsult.com/
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 Variable Cluster(v-cluster)of
countries
• C1-Aggregate Production &
transportation
2. No. of air pax/km.
3. Air cargo tonne/km.
4. Electircity production
5. No. of newspapers
6. No. of cities with > 100,000 population
7. Total Population
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 V-clusters/C-2 Personal
consumpton
1. Income/capita 2. GNP/capita
2. Cars/capita 4. TV set/capita
5. Energy consumption/capita 6.No.of hospital bed
7. Newspaper circulation ( IENS=Indian English
newpapers Scociety publishes circualtion figure)
5. Electricity production/capita 9. Telephone-
mobile/capita
6. Radios/capita 11. School going children 15-
19yrs./capita
7. College,university,prof.courses
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15-64 yr./capita3
 V-cluster/C-3 INTNL.TRADE
1. IMPORTS/GDP
2. EXPORTS/GDP
3. Consumer Price Index
e.g. WPI (whole-sale price index)
RPI(Retail price index )
6. Rate of Inflation
7. Exchange rate comparisons
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 V-cluster/C-4 Health &
education
1. Adult Illiteracy % >15 yrs.
2. MALE/Female ratio ( Female foeticide problem)
3. % population in Agriculture
4. Life expectancy
5. Physicians (Dr.)/capita
6. No. of towns < 100,000 popualation
7. Primary School students 5-14 yrs./capita
8. Political stability index
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 Key problems of
Intl.Marketing/Mktg.Research
A. Lack of qualified International personnel
2. Getting qalified people is difficult
3. Difficult to find Local managers for subsidiaries
4. Co. ca’nt fing people willing to move to
to different countries
6. Headquarters does’nt have enough manpower to
visit global subsidiaries

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 B.Lack of strategic thinking &
long range planning @subsidiary
1. Subsidiary managers are pre-occupied with
operational porblems & unabe to think about
Long Range Strategies (LRT)
2. S.managers don’t do good analyses &
forecasting for their markets
3. S. lay too much importance in achieving Short
term Finanical Performance(STP) & DO NOT
devvelope Longterm Marketing Strategies( LTP)
4. S. do not apply mind for changing consumer
needs requiring new product development.
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C. Lack of Marketing experience
1. S. Lacks Marketing competance Locally
2. S. don’t give their advertising agencies
proper directives for ad. campaigns
3. S.does’nt understand consumrs in market
4. S. does’nt gather reqd. market intelligence
5. S. does’nt define target markets for
assigned products
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 D. Communications chaos
1. S. does’nt inform HQ @ problems until
last minute
2. S. do not get enough advice & direction
from HQ re.Country targets & mktg.plans
3. Communication gap betn. HQ & S.
4. S. provide HQ with little feedback
5. HQ changes marketing parameters too
often even before results can show-up.
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 E. Insufficient utilization of
Multi-national mktg.experience
1. The co. is a national co.with Intl.busisness
hence too much focus on domestic mktg.
3. S. managers don’t benefit from
mktg.experience of HQ & vice-versa
4. Co does’nt take adv. Of product intro. In
1 country for use in other countries
4. Co. lacks central co-ordination in mktg.
Efforts in several countries
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 F. Excessive financial & mktg.
Controls
1. Short term fin.performance Objectives
is an obstacle for Long term mktg.strategies
2. S. must increase sales to meet corporate
profit objectives althogh they have many
marketing constraints imposed by HQ
3. HQ expects more profit each year without
investing in new products/more sale staff
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