cw4

Global marketing opportunities and threats:

Opportunities:

-    Increase in market potential

-    Trade and investment potential

-    Resources accessibility

Threats:

-    Increasing number of competitors

-    Increase in intensity of competition coupied with higher market uncertainty

Reasons for marketing abroad

Economies of scalę and scope. Lucrative markets which do not exist at home, but which do exist abroad. Saturated markets at home.

Response to incoming competitive activity.

Exporting vs. intemationai marketing

Exporting means making it here, selling it there. International marketing also might include:

-    1. Marketing products manufactured in the target

country, or in a third country.

-    2. Establishing a permanent presence in the target country.

-    3. Licensing or franchising the firm's Systems to foreign businesses.

-    4. Sourcing components from foreign countries.

Foreign demand drivers

■ Non-availability of appropriate products from domestic producers.

® Price differences between imported goods and local goods.

» Exotic image attaching to foreign products.

si Local problems that prevent domestic firms from supplying goods.

Why to go globally? How to be successful?

Crossing horders: tjiiestions and discussion

Analysis of strengtbs and weaknesses ot SMF. in processcs of interaationalization....

Which strenghts and weaknesses do you consider as the most important?

How to iise the theory of intemationai marketing?

What are the opportunities for SME companies in ternis to use

intemationai marketing ___

approach...?

Models of internationalization

a Uppsala model: firms begin by exporting, then establish a marketing presence, then a manufacturing presence, then become fully multinational.

Dunning’s modei: firms may enter the market in any of the above ways, as appropriate to the firm.