i^ wg – who we are?
TRANSCRIPT
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I^ WG – Who we are?
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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 [email protected]
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I b^ GW – «How we are» in the market place – SWOT Analysis
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Evaluate your Strenghts and Weaknesses
– Results – capabilities – Tangible ressources – Intangible ressources – Weaknesses – ………………….
– organisation – professionalism – Strategy – Differences amnong
geography – ..................................…
• Company analyses and description
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I b^ GW – How we are in the market place – SWOT Analysis
• Strenghts • Weaknesses
• Threats • Opportunities
From INSIDE
From OUTSIDE
Analysis (in Group) of a successful company that operates in international markets, discussion and presentation of the SWOT Analyses (29/3) GW1
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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
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TECNOLOGY INFRASTRUCTES
ECONOMY
LAW
S AN
D RE
GULA
TIO
NS
CULTU
RE - DEMO
GRAPHY - ENVIRO
NM
ENT
A = OUR FIMR
F = SUPPLIER
B = COMPETITORS
DISTRIBUTION/ RETAIL
C=CONSUMERS
INTERNAZIONALIZ.
..Analyses
OTHER ACTORS
Micro
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Micro E
Broader Environment TECNOLOGY INFRASTRUCTES
ECONOMY
LAW
S AN
D RE
GULA
TIO
NS
CULTU
RE - DEMO
GRAPHY - ENVIRO
NM
ENT
A = OUR FIMR
F = SUPPLIER
B = COMPETITORS
DISTRIBUTION/ RETAIL
C=CONSUMERS
INTERNAZIONALIZ.
..Analyses
OTHER ACTORS
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The marketing environment
Figure 6.1 Dimensions of a local marketing environment - Usunier
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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
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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
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Source of information 3
Legislative framework and rules of the country Business Rules • http://europa.eu • National Goverment
• http://www.oecd.org (global statistics)
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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
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Evaluate your Strenghts and Weaknesses
– Results – capabilities – Tangible ressources – Intangible ressources – Weaknesses – ………………….
– organisation – professionalism – Strategy – Differences amnong
geography – ..................................…
• Company analyses and description
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Evaluate Opportunities and Threats
– competitors – Clients and Final Consumers – Suppliers – Retailers/ Distribution System – Prices – ………….
• Data and information relate to micro and broader environment relevant to the business
– competitiveness – Culture specific – Law and Regulation – Business practices – Patents – technology – ..................................…
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… so we evaluate «How we are» in the market place
• Strenghts • Weaknesses
• Threats • Opportunities
From INSIDE
From OUTSIDE
SWOT Analysis
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S.W.O.T. Analysis
Opportunities evaluation
S.W.O.T.
strenghts faults
threats opportunities
What do we focus on? In which KFS to we invest
OUTSIDE
INSIDE
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S.W.O.T. Decisional Matrix
S
W
DEG
REE
OF
KEY
CHAR
ACTE
RIST
ICS
IMPORTANCE
DISTINCTIVES ADVANTAGES
CRITICAL CHARACTERISTICS
ADDITIONAL ADVANTAGE
NEGLIGIBLE FEATURES
HIGH LOW
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SWOT ANALYSIS STRENGHTS • xxxxxx
WEAKNESSES • xxxxx
OPPORTUNITIES
XXXXX
THREATS
XXX
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S.W.O.T. Decisional Matrix
ADDITIONAL ADVANTAGE
• xxxx
DISTINCTIVES ADVANTAGES
• xxxxx
NEGLIGIBLE FEATURES
xxxx
CRITICAL CHARACTERISTICS
xxxxx
S
W
DEG
REE
OF
KEY
CHAR
ACTE
RIST
ICS
IMPORTANCE HIGH LOW
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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