International Marketing

Prof: Sham choughule

Basic of international marketing

Universal commercial activity Each country is unique Each customer is unique Therefore, we cannot apply experience of one country to other country Example Selling in China and Africa is different

Need of marketing

Business strategy of company go Global Grab market share from world market

Compulsion No domestic market Govt policy Indias foreign trade policy Product life cycle Type write Maruti Suzuki and Mobile

What is marketing

Marketing is a process of focusing the resources & Objectives of an organization on external environment Opportunity
Example 1)Manganise ore to China 2)Pharmasutical product to Africa 3) Sand to Male after Tsunami

What is marketing

Set of concept -4P

Product price-place promotion

Tools By way of export Theory International trade theory Practice International trade major market USA Europe Procedure-import export Policy procedure & documentation IEC

Brand positioning
Top 10 Brand in the world
Rank
1 2 3 4 5 6 7 8

Brand
Coca-cola Microsoft Citi wal-Mart IBM HSBC GE Bank of America

company
Coca-cola co Microsoft corporation Citigroup Inc wal-Mart store IBM HSBC General Electric Bank of America

Sector
Beverages software Financial services Retail computers banking Misc Manufacturer banking

Country
USA USA USA USA USA HK USA USA

9
10

Hewlett-packard
Malbrow

Hewlett-packard
altria Group Inc

Computers
Tobacco

USA
USA

Problems

Inadequate information of foreign market Capability to obtain export order Indenting Agents & MDA scheme No full fledge export department Costing Assignment find out total cost of export Logistics cost is high 13 % of GDP

Int marketing environment

Import duty is high Certificate of origin Anti-dumping duty of USA on sea export India -Quarantine for Wooden package for import
Patent issue-export of Dr Reddy Laboratories were confiscated by customs authorities

Legal environment

Eurogap certificate
Quarantine inspection for cotton Vedanta Aluminum V/s IZE Dubai 45000 bauxite in Sept 2007 No shipment took place Breach of contract Claim for damage -$600000 No formal contract signed by both parties No arbitration clause

Cultural environment

Color of pickles Bicycle for exercise Cow meet from India

Economic environment

Pakistan Bangladesh Sri Lanka Chad Vahanvatu Small country from Africa No purchasing power in customer

Assignment no 1

find out total cost of export Production cost V/s transaction cost How to minimize transaction cost

3 Principle in Marketing

Create value to the customer by way of >Quality >price > service level Competitive advantage Uniqueness=USP IBM superseded and become a great company because it was more clearly focus on customs need and wants than other company in emerging data processing company

Thanks