Beruflich Dokumente
Kultur Dokumente
The
Introduction (2)
Internationalisation
Experiences in a company
Every company has its own value chain and its own special way to reach its goals !
Strategic vision
Strategy level
Corporate strategy
Take-overs, merges, acquisitions
Corporate strategy: helps to control and coordinate the different areas of the organisation, finance, marketing, production, R&D, etc. to ensure that they are all working towards the same objectives.
Which product: what need is supplied for?? Which market?? Who are the buyers/ the consumers?
Mission
Mission Statement
Examples : Philips: Our mission is to improve the quality of existance by introducing usefull innovations at the right moment. Lets make things better
"Organize the world's information and make it universally accessible and useful."Google
Marketing strategy
Competing in a product market Selecting markets and segments Determining marketing mix
Overall picture
Planning process: Monitoring and analysing Events, drivers, new goals, changing business/ profits Internal factors SWOT Strategic options, goals External factors Environmental analysis Strategy
Dynamic process
Technological
FIRM
Economic Environmental
Political / legal
Change in lifestyle
Environmental issues
Personal ethics
Farming methods
Personal ethics
Technological environment
Materials, products and components : - Packaging Production processes: Distribution Marketing and customers: Fast pace of technological change
Internet: The emergence of the Internet made it possible for consumers to compare prices of products more easily than was previously possible.
Technological environment
Macroeconomic:
Taxation, Intrest rates, Exchange rates, International trading blocks
Microeconomic
Income distribution monopoly
Environmental analysis
Increased pollution Shortages of raw materials such as oil and coal Increased cost of energy Government intervention in natural resource management
National and Local governments European Union The G-7? (economical-political) Legal: official bodies
SWOT
Environmental Scan
Internal Analysis
External Analysis
Strengths Weaknesses
Opportunities Threats
SWOT Matrix
SWOT
S & W:
present & past internally controlled factors (4Ps)
O & T:
present & future outward-looking, strategic view
SWOT Matrix
Internal
External
Opportunities Threats
+ -
Strengths Weaknesses
Finally
Looking at the external environment: Situation of the moment:
Literature
Week 1 Lecture 2 Macro-Meso factors Reading Material: Kotler Principles of Marketing, Chapter 3 The Marketing Environment, page 87-117 Chapter 6 The Global Marketplace, Looking at the global marketing environment, page 213-222 Lecture 3 Global Marketing Reading Material: Kotler Principles of Marketing, Chapter 6 The Global Market Place, Deciding on the global marketing programma, page 229-238