Developing an International Marketing Strategy

 

MODULE 1: ANALYZING THE IMPACT OF CULTURE ON CONSUMPTION

1. Learning about international consumers

  • Identifying the culture and the behaviour patterns
  • Determining the needs and motives
  • Defining the cultural dynamism and the culture levels

2. Adapting the international market studies

  • Elaborating techniques for market studying
  • Distinguishing between different types of studies
  • Analyzing existing methods

3. Understanding the influence of culture on marketing strategy

  • Elaborating a product strategy
  • Adopting a price strategy
  • Setting a distribution strategy
  • Deploying a communcation strategy

4. Working in an international environment

  • Avoiding the pitfalls of misunderstandings
  • Composing multicultural teams
  • Defining the expatriation and representation problematics
  • Negotiating in an international context

MODULE 2: PUTTING AN INTERNATIONAL MARKETING STRATEGY INTO PRACTICE

1. Elaborating a product strategy

  • Adapting one's strategy to local, international and global productser sa stratégie pour les produits locaux, internationaux et globaux
  • Distinguer produits standardisés et produits adaptés
  • Chosing a local, international and global brand strategy
  • Studying the Natur’elle case

2. Adopting a price strategy

  • Calculating the costs
  • Analyzing the demand
  • To be marked off from the competitors

3. Setting a distibution strategy

  • Making the difference between diffent distribution channels
  • Defining the external choice criteria 
  • Defining the internal choice criteria
  • Analyzing the international location stores

4. Deploying a communication strategy

  • Building one's strategy upon creation and culture
  • Chosing the message and the promise
  • Fixing the budget and the media

Developing an International Marketing Strategy

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