1. International Marketing
Country Manager

2. Job titles
Product Manager
Marketing Manager
Country Manager

3. Market Entry Selection
Demand and Supply
Population
GDP
GDP per capita
Inflation
Urban Population

4. Period One – Entered Brazil
Reasons
Highest Population
Stable GDP
Promotion
2 Ad Campaigns
Marketing Strategies
Max Penetration
Look at competitors price
Obtain favorable position
Result
18% market shares
BEI= 60%
Import from USA

5. Period Two= plant in chile
To Lower Tariff and shipping cost
Again loss
Beneficial for next target markets
BEI= 65%

6. Period Three= Entered MEXICO
Reasons
GDP
Population
Very less inflation
Scored second in Assessment Attractiveness
NAFTA Agreement
Market Strategy
Penetration( Compititors approach),
Highest Possible Awareness, Diversification
Proactive Market Selection = First mover advantage
Cost Plus Approach

7. Period Four Increase sales force in hypermarket in Mexico\
Increase sales force in hypermarket in Mexico
Add SKU and ad campaign in Mexico and Brazil
Net negative contribution= -89
410 unit sales
Unit sale in Mexico =71
Profit in Mexico
17% market share

8. Period Five= ENTERED ARGENTINA\
Among three biggest markets
4th high population , GDP Stable
92% Urban Population
Marketing Strategy = Skimming ,Allowance High
Problem faced= Inflation
Added 100 Million in Plant capacity
Goal = Gain profit

9. Period Six= Stable position of our Brand\
Problems faced =
Mexico COGS = 64%
Loss in Argentine
Target – To gain profit
Skimming in Brazil
Price Increase in Mexico
Updation of Ads
Added new SKU

10. Period seven= Changes In strategies
SKU Forecast
Contribution forecast
For Mexico = plant changed home to Chile
But kept price related to competitors
Results= 100+ Millions profits

11. Success More than 100 Million profit in last two periods
More than 100 Million profit in last two periods
3rd Highest Wighted Score
2nd Highest Net regional Contribution
2nd highest Share of Manufacturing sales
3rd highest brand equity

12. KEY Considerations Location of Plant Focus on Customer's Need
Identify Potential Market(100% in mexicokids market)
Product standaizaion
Regional Diversification

13. Lessons Leanrned International Market Vs Domestic marketing
Entre into new market as early as possible
Exchange rates importac factor swhile try a market
Reduce COGS
Better ads to boost sales..Ads or Price cut ?
Importance of diversification
Steadily Increse plant capacity
Always consider economic and political issues while entering a market

14. Our Mistakes Not entered market in period second
Ignoring Hyper market in Brazil