International Marketing Strategy

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International Marketing Strategy

4. WC 14 Feb Social Cultural Environment

Marketing Across Cultures

Adaptation, Cultural Shock and Convergence

Cultural Dynamics

Culture as a Lens

Market Entry

Decisions and Influences

Otions and Formats

5. WK 21 Feb. International Opportunities

International Opportunities

Pioneering

Psychic Distance

Country of Origin

Adaption

Market adaptation

A Global Millenniall Mindset?

Globalisation?

6. WC 28 Feb International Decisions

Replaced Brands and Reputation

Brand reputation

Brand models

Coffee brand positions

Sustainable Supply Chains

International Supply Chains

Product Marketing

Repositioned Value, Differentation and Positioning

Supplemental Implementation

Sustainable positions

Differentiation and Rivalry

Value creation

Surgeries Tuesday 7 March. Your opportunity to discuss positioning for Group Assignment

Times

Group 6 4.00 to 4.30 Collaboate Room 6

Group 5 3.30 to 4.00 Collaborate Room 5

Group 4 3.00 to 3.30 Collaborate Room 4

Group 2 10.00 to 10.30 Collaborate room 2

Group 3 9.30 to 10.00 Collaborate room 3

Group 1 9.00 to 9.30 Collaborate room 1

Sign into main room for attendance app then go into your own group space.

Provide a LINK to a 10 minute audio-visual presentation.

One copy for each group loaded onto MyDundee.

Provide a link to a 10 minute audio-visual presentation. This can be a pptx, google slides or youtube.

Include a list of journal sources.

Quantify and qualify the answers to the question based on marketing models and concepts.

State who is in your group, which organisation you have selected and which new and emerging product category market you propose to enter.

Using one company example, and one product brand category, discuss the distinct specific elements of entering a market and creating a sustainable presence in that (country) market.

Develop a sustainable position that will allow you to reach the target market in-country. most important element

Evaluate and match the different entry options most suitable for the market and the company.

Outline the nature of the (future) market opportunity and the barriers that may exists.

Justify your selection of the market (STP) in terms of its attractiveness for your case company.

Submit 6 WK Thur 10 March 11.45 Group Assignment

How should an ambitious business respond to opportunities available through new and emerging international markets?

8. WC 14 March International Growth

International Growth

Dynamic Capability

Reflection of fast growth

Unicorns

Fast Growth

Fast Growth Models

Entrepreneurial Marketing

SME Internationalisation

9. 21 March Individual Assignment (Surgeries) 1 April sub

Reflections on your Assignment

Study Guide

Constructing and arguement

Models, theories and constructs

Assignment Rubric

Futures (Conclusion - gaps in models, Recommendations action plan - what next) Most Important element

Evidence referencing of sources, the balance of journal articles with grey/secondary material from companies)

Grounding (balance of theory and practice, critical insights offered, recency, relevance and topicality of content for the case.)

Knowledge (uses of marketing theories, models and constructs, critical perspectives on existing knowledge matching theory and its translation into practice)

Structure (intro, scope, signposting, logical development of arguement.)

A Choice of 4 topics CHOOSE ONE

Critique the different approaches to assessing a firm's international growth market’s potential and show their advantages and disadvantages for a selected organisation.

Using an example, explore the way a firm might seek to influence and then position to take advantage of a change in consumer perceptions in one specific global market.

Using an example explore how a selected organisation might choose to adapt to local market conditions and how this influences their presence in one market.

Using one example, explore the impacts that cultural dynamics has on a firm's ability to target one in-country customer segment.

Revision for Assignments

Friday 25 March in class

10. WC 28 March International Futures

Sustainability

Good citizenship?

Organisation’s sustainability imperative.

Definitions of sustainability.

Next Generation Consumers

Global consumerism

Millennial profiles

Smart Technologies

3 WC 7 Feb. International Market Choices

International Choice

Internationalisation Choices

Local adaptation

Global Approaches

International Environment

Responding to International Environments

Levels of internationalism

Globalisation, Winners and Loosers

2 WC 31 Jan Group Preparation Cancelled

Marketing Strategy?

Positioning

Targeting

Segmentation

Working in your groups, seek a balanced arguement on.

In terms of strategic position, what options are available to enter and create a presence overseas?

Why do firms choose to internationalise?

What are the differences between International Business and International Marketing?

Self-study

5 . Blacksock International Fast Growth

Increased international performance is the company’s priority. Where and how do you recommend moving ahead internationally? Why?

Can branding be used to reinvigorate identity, meaning and equity and how does this fit in with a digital strategy?

Which key drivers will affect Blacksocks.com’s growth ambitions?

Reflective practice

What will you do differently the next time?

What has your group learned from presenting and listening to the debate?

What has your group learned from preparing and participating in the seminar?

4.Tobii Market Dynamics (online)

How do you respond to a market environment that does not, yet, exist?

How do you understand the dynamics of a market that has not yet been formed.

3. Lavazza Entry (online)

What international market entry/development strategies should Lavazza use for its packaged coffee, food service businesses and business-to-business products and services?

Comparing the US and Europe, discuss which international market category Lavazza should now increase its brand presence in?

What options to internationalisation should a company, like Lavazza, adopt?

2. Fiat 500 Adaptation & Targeting Strategy 0n-line)

What cultural market adaptions would you suggest for the e500?

Can a subsegment have global appeal noting that market adaptation comes at a cost?

1. Abercrombie& Fitch STP

2. How would you differentiate and position A&F as a ‘casual luxury’ US brand for young, distinguished urban dwellers in Europe?

1. Using segmentation criteria of psychographic, behavioural and lifestyle to build a profile of who the customer is for A&F in Europe?

1. WC 24 Jan Introduction to IMS

Recordings

International Challenge

1. Challenges in IMS

Emerging Issues

Definitions

Challenges Then and Now

Assessment

Tutorials

Contents and apparoach

Timetable

Course Outline

Course Text

Preparatory Reading

International Marketing, (2020) 5 Edition EM EM A .Ghauri, P., Cateora P., McGraw Hill. Available as e-book £39.99

The factors that affect and condition international marketing strategy. It equips you with the skills to make ethically and socially responsible marketing decisions in a global context. Key theories are examined against the backdrop of questions such as:

What role will it play in the future?

What role does it fulfil in the organisation?

How is it developed?

What is an International Marketing Strategy?