1. 1 INTERNATIONAL MARKETING STRATEGIES I- Exam – 20’ 2- Lesson- 2h00 3- Research – 45’ 4- Study Project Definition 20 ‘

2. 2 INTERNATIONAL MARKETING STRATEGIES Learning objectives Nature and types of MKT for SME Different strategies and mindsets of SME Understand factors affecting strategic MGT Be able to evaluate the factors for success and failure

3. 3 FRANCE’s exportations 63% of trade in Europe 79% of SME for 15 % of the total exportation Increase its business with China, Russia and India

4. 4 INTERNATIONAL MARKETING STRATEGIES

5. 5

6. 6

7. 7

8. 8

9. 9 Motivation – Reactive stimuli Adverse domestic market conditions Availibility of production capacity Favorable currency movements Increase # of country markets and reduce market-related risk Unsolicited orders from overseas customers

10. 10 INTERNATIONAL MARKETING STRATEGIES Motivation – Proactive stimuli Attractive profit and growth opportunity Ability to easily modify products for export markets Public policy programmes for export promotion Foreign country regulations Possession of of unique product Economies resulting from additional orders

11. 11 INTERNATIONAL MARKETING STRATEGIES Barriers to internationalization Shortage of working capital Shortage of financial capital Inadequate knowledge of overseas markets Lack of managerial time, skills and knowledge

12. 12 INTERNATIONAL MARKETING STRATEGIES Table 5.1 - Comments

13. 13 Strategies for international business Standardization Adaptation INTERNATIONAL MARKETING STRATEGIES

14. 14 Standardization = A unique version of a product INTERNATIONAL MARKETING STRATEGIES

15. 15 Why standardizing? Price Industrial product Standardization Multinational consumers One-shot export Limited resources INTERNATIONAL MARKETING STRATEGIES

16. 16 Economy of scale Consumer habits Process planification and control Does not take into consideration cultural differences, purchasing power… INTERNATIONAL MARKETING STRATEGIES

18. Adaptation Adaptation, to its extreme extend, is to create a unique version of a product for a unique market/segment INTERNATIONAL MARKETING STRATEGIES

19. 19 Commercial adaptation Consumer habits Preferences and taste Purchasing power Education level INTERNATIONAL MARKETING STRATEGIES

20. Technical Adaptation Custom regulations Local professional certifications National Standards = voltage Technical regulations INTERNATIONAL MARKETING STRATEGIES

22. 22 Why adapting Lots of ressources Important competition Laws Different usage Purchasing power difference Culture DEVELOPPEMENT INTERNATIONAL Boris CREY INTERNATIONAL MARKETING STRATEGIES

23. 23 DEVELOPPEMENT INTERNATIONAL Boris CREY INTERNATIONAL MARKETING STRATEGIES

24. 24 DEVELOPPEMENT INTERNATIONAL Boris CREY INTERNATIONAL MARKETING STRATEGIES

25. 25 DEVELOPPEMENT INTERNATIONAL Boris CREY INTERNATIONAL MARKETING STRATEGIES

26. 26 Distribution INTERNATIONAL MARKETING STRATEGIES

27. 27 DEVELOPPEMENT INTERNATIONAL Boris CREY http://freebeer.org/blog/ INTERNATIONAL MARKETING STRATEGIES

28. DEVELOPPEMENT INTERNATIONAL Boris CREY 28 French Support Organizations La DRCE (Direction des Relations Economiques Extérieurs) La DGDDI (Direction Générale des Douanes et des Droits Indirects) UBIFrance La COFACE (Compagnie Francaise d’Assurance pour le Commerce Extérieur) Les CCI (Chambre du Commerce et de l’Industrie) Les CCIFE (CCI Francaise à l’Etranger) Les Organisations Professionnelles Les Conseillers du Commerce Extérieur de la France OSEO III- Steps to master export