Concurrent playmobil et mattel

International marketing

Be able to analyze and evaluate issues of the global marketing mix in the international marketplace :

60% Final exam

40% continuous assessment

Individual quiz – session 4 10%

Mid term pres 10%

Final pres session 6 10%

Team report – session 6 10%

1 project : a comparative analysis of a FMCG brand between 2 countries

Mid term presentation PWPT compare the both countries opposed on the same tab

Pas une partie A et une partie B mais plus comme I : partie A/B

1st part : presentation of the company

1. Company overview
2. Vission, mission, values

2nd part : the X market

1. Global market analysis

• Offer (value, units, categories, competition)
• Demand (consumer behavior, market trends, what is the potential market size, personas)
• Externalities (pestel analysis)

1. The domestic market

• same plan as I-

1. The foreign target market

• same plan as I-

1. SWOT analysis

• The domestic market
• The foreign target market

• Teams will prese,t a synthesis of the data collected during the workshops 1&2, completed with at home research & work
• PPT presentation + comments in the footnotes
• 10 min pre + 5 to 10 min Q&A
• Sources

Select a country, why you chosen this foreign market.

Last pres

Final report :

Content : mid term presentation – slides + additional researches / explanations

Final presentation – slides + additional

Figure data very important (dans la partie consumers) xerfi, statista ressource from schoool library

Personas - SWOT - Competitve analysis (benchmark)

Postioning – value and benefit the consumers get (postion map) before this step you need to analyse the competition b tu to analyse comp you need to identify the market.

1st identify market then analyse competition then position map

Demonstrate the different product lines

Prices comparison (average PP, in depth data)

Session 1 –

RECAP : The marketing Process

3 big steps :

Phase 1 : analyzing external and internal environment

• Customer needs & others segmenting dimensions.
• Company objectives & resources ;
• Competitors current & prospective what exist and what might come?

Phase 2 : marketing strategy planning

Pahse helps us build the SWOT

• Segmentation & targeting (info from customers, clients, users)
• Differentiation & positioning (focus on competitors and image that you want to share)

Phase 3 : marketing mix

7’Ps marketing mix

• Product and Price (together): offer, it’s what I sell
• Place and promotion: channels how the product is going to be delivered to people.
• Process : create a customer experience. Ex: MCdonals
• Physical evidence : level of quality of the brand
• people : after sales services, experiences

key question : standardization or adaptation : local startegies? glocolation ?

• Analyzing the marketing environement :

• the macroenvironement
• the microenvironement : suppliers customers

• the International marketing task
• international business risks
• pestel analysis
• analyzing the global microenvironment

step 1 : the company : vision, mission values, specific know how or resources

...