Understand the environmental influences on a firm s international

Understand the environmental influences on a firm’s international markets Segment international markets, identify & analyse opportunities Develop appropriate international marketing strategies, planning & processes Decide marketing entry strategies Build added value through effective marketing mix strategies

REGIONAL COMPOSITION OF WORLD GDP & POPULATION

REGIONAL TRADING AREAS OF THE WORLD 1998

MAJOR CHANGES IN THE SINGLE EUROPEAN MARKET

FOUR TESTS FOR A SUCCESSFUL TRADING BLOC

SINGLE CURRRENCY STRATEGIC IMPLICATIONS

CULTURE DEFINED

OFFICIAL LANGUAGES AND SPOKEN LANGUAGES SOURCE: Guardian (1992)

THE MAIN SILENT LANGUAGES IN OVERSEAS BUSINESS #2

Assumptions to Be Questioned by International Marketing Managers

THE BENEFITS OF PLANNING

SOME TYPICAL STAKEHOLDERS OF MULTINATIONAL ENTERPRISES

INTERNATIONAL NICHE MARKETING STRATEGIES FOR SMEs

Generic Strategy Segmentation, Targeting, Positioning Industry Competitive Structure Market Factors Customer Segment SME Internationalisation Strategy Motivations Barriers Support Network Country Selection Stage of Internationalisation Company Factors Owner’s ambition, capabilities and attitude to risk

LEVELS OF INTERNATIONALISATION

Johannson and Vahline (1992)

GLOBALISATION

THE INTERNATIONAL COMPETITIVE POSTURE MATRIX

SOURCE: Report by Export Today (1997)

SOURCE: Mc. Goldrich and Davies (1995)

MARKET ENTRY STRATEGIES

INDIRECT EXPORTING #2

IMPORTANT FACTORS FOR SUCCESSFUL EXPORTING

WHO PROVIDES WHAT IN EAST-WEST PARTNERSHIPS SOURCE: Florescu and Scibor-Rylski (1993)

INTERNATIONAL PRODUCT MANAGEMENT

WORLD’S MOST VALUABLE BRANDS (2000)

INTERNATIONAL COMMUNICATIONS AND INTERNET MARKETING

Initial Enquiry Pro-Forma Invoice Confirmed Order Letter of Credit Shipping Goods Shipment of Documents Commercial Invoice & Documents in Letter of Credit Payment