1. Export Planning Institute _II_BPM Joris Leeman©, 2010 Export Planning How to write an international marketing plan Internationalisation of the firm Chapter 7: Marketing mix and competitive positioning

2. Export Planning Institute _II_BPM Joris Leeman©, 2010

3. Export Planning Learning objectives (learning tasks)Ch. 7 At the end of the chapter you are able to: 1.analyse your international strategy of market development; 2.determine customers needs and your brand positioning; 3.develop the assortment plan and competitive value positioning; 4.plan the marketing mix set up; 5.create the price set up.

4. Export Planning Institute _II_BPM Joris Leeman©, 2010

5. Export Planning International strategy of market development 4 Perspectives: 1.Companyinternal resources / capabilities / strategies 2.Contextenvironmental factors (DRETS) 3.Competitorsrelative strength/weaknesses of competition / trends in competitive environment 4.Consumerneeds, wants and characteristics of current and potential consumers

6. Export Planning Institute _II_BPM Joris Leeman©, 2010

19. Export Planning Example Nestlé Low Price Wide Assortment Small Assortment High Price Brestler Local Brand

20. Export Planning Institute _II_BPM Joris Leeman©, 2010 Product Ice cream is stocked and solded in one liter boxes whith 8 cones in it. Put Spanish and English language in package Fewer artificial Ingredient Price Beginninng of PLC will be Price Skimming At growth Stage the price will be lower There will be used certain level of price discrimination based om different segment Place Distribute and promote to big area first in order to capture the segment First the capital city (Santiago), then spread out into another area Distribute via distributor / wholesaler Promotion Give merchandise with Nestle logo to customer Billborad and flyers Contact potential distributor and give price discoun and free sample Sponsoring positive event Export Planning Example Nestlé

21. Export Planning Institute _II_BPM Joris Leeman©, 2010

25. Export Planning Chapter review questions(10 min.) 1.What are the five steps of the strategic thinking process? Why are these steps so important? 2.Name four important external trends which influence the fulfilment of consumer- and customer needs. 3.What is ‘mass customisation’? Explain and give an example. 4.At what three levels can a product be defined? 5.Explain the 4C model. Make a relation to the 4P marketing mix. 6.Create an overview of the marketing mix per PLC phase for a new mobile phone of Nokia. 7.Explain the relationship between the value chain and price set up per channel