1. copyright Blitz Marketing INTERNATIONAL MARKETING - SPECIFIC PRODUCTS- ISEG -2008/2009 SUP 4

2. copyright Blitz Marketing COURSE N°1 -Review of marketing basic rules -Review of international marketing strategies -Review of basic strategy models -Case study : chinese scooters

3. copyright Blitz Marketing MARKETING It includes all the steps and processing from the concept of the product until its final use by the end user or consumer.

4. copyright Blitz Marketing The anatomy of marketing Value-Strategy-Tactic T differenciation marketing mix selling V brand process service S segmentation positioning targeting s Value Tactic strategy

5. copyright Blitz Marketing International Marketing Strategies The international strategic model affects the marketing strategic model (4P) -Ethnocentric approach (similar to home marketing approach) -Multinational approach ( 4P country adaptation to local competition and consumers/users) -Global approach: mix of ethnocentric and multinational, strong economies of scale, strong product and brand image, platform products.

6. copyright Blitz Marketing Analyse of various strategic focus(B.C.G.) FRAGMENTATION -Little economies of scale -Limited entry barriers SPECIALISATION - ROI -Accurate marketing strategy Dead-end  -no différenciation -no innovating technologies VOLUME -large economies of scale

7. copyright Blitz Marketing Evaluation of business activities per market growth/market share(matrice B.C.G) STARS defending&protect Competitive position Dilemma New segmentation? Repositioning? Give up ? MAJORS Optimisation ROI Dead weights Suppress growing rate 0% 10% 20% corresponding market share 10 10

8. copyright Blitz Marketing Tactict implementations of strategic models Dead end Expansion strategy (extend the existing markets) Marketing incrementals product development,external global and international marketing,sub-contracting Supply chain,costs Strategy of diversification (new marketing propositions) Changing product implementations Customers diversification Sub-contracting Co-contracting Partnership-external growth Internal values chain Present market/product propositions Strategy of differenciation New products, new corebusiness R&D Prospective -innovating Technologies -Partnerships &networks Bus. intel. -Flagship organizatio, MARKETS PRODUCTS

9. copyright Blitz Marketing Case Study Chinese scooters Describe the corporate strategy of the 2 chinese producers. Explain and justify why their lack of marketing strategies is leading to a dead end.What would be your proposals?