International Marketing Planning

Dr. Wolfgang Ulaga

The International Marketing
Planning Process
Corporate Policy
Business Mission Business Philosophy
- Purpose - Values
- Business Domain - Norms
- Major Objectives - Rules of Behavior

Potential Market Assessment

- Market Size and Potential
- Market Selection Procedure
- Key Success Factors
The International Marketing
Planning Process
Basic Strategic Decisions
Determination of Competitive Position
- Internal Analysis
- Competitor Analysis
- Core Competencies / USP
Development Strategy Competitive Strategy
- Cost leader - Leader
- Differentiation - Challenger
- Concentration - Follower
- Specialist

Product - Segment Selection

- Target Customer Segments
- Product Positioning
The International Marketing
Planning Process
Market Entry Strategy :
- Market Entry Mode
- Market Entry Timing

Marketing Mix Decisions

Product Price Promotion Placement
The International Marketing Plan
Overview
• Executive Summary
• Country Introduction
• Economic Analysis
• Market Audit and Competitive Market Analysis
• Preliminary Marketing Plan
• Sources of Information
• Appendixes
The International Marketing Plan
Country Introduction
• I. Geographical Setting
• II. Relevant history
• III. Social Institutions
• IV. Cultural Aspects
• V. Living Conditions
• VI. Language (s)
The International Marketing Plan
Economic Analysis
• I. Population
• II. Economic statistics and activity
• III. Developments in science & technology
• IV. Channels of distribution (Macro-analysis)
• V. Media
The International Marketing Plan
Market Audit
• I. The product
– Evaluation of the product’s USP
– Major problems of product acceptance
• II. The market
– Market size and evolution
– Consumer buying habits
– Existent competitor’s products
– Marketing Mix typically used
• III. Government intervention in the
marketplace
The International Marketing Plan
Preliminary Marketing Plan
• I. Marketing Plan
– 1. Marketing objectives
– 2. Product adaptations/modifications
– 3. Promotion mix
– 4. International distribution
– 5. Local channels of distribution
– 6. Price determination
– 7. Terms of sale
– 8. Methods of payment
The International Marketing Plan
Preliminary Marketing Plan
• II. Pro forma financial statements and budget
– 1. Marketing budget
– 2. Pro forma annual profit & loss statement
• III. Resource Requirements
– 1. Financial Resources
– 2. Human resources
– 3. Production Capacity