The main steps of international marketing strategic planning is
1. Economic globalization and international marketing strategy
The fundamental driving force to promote economic globalization is the rapid development of social productive forces, the development of social productive forces in various countries makes the enterprise to shift its attention from the domestic to foreign countries, and then look for opportunities for development in the entire global scope. Specific factors promoting economic globalization: First, the rapid development of trade. This is an important source of economic globalization. The development of international trade makes the economic communication between countries and regions become closer and closer, which drives the internationalization of capital and production and promotes the rapid development of globalization. Second, financial integration. International finance is developed on the basis of international trade, the development of international finance will promote the development of international trade, the rapid development of international financial integration to promote the development of economic globalization. Third, the rapid development of modern technology. The information technology revolution has brought the world into the information age, which is promoting the development of economic globalization at a deeper level, and the development of the Internet has made the contact of the global economy more rapid and extensive. Fourth, the development of transnational corporations. According to the data, the rapid growth of transnational corporations and foreign branches, greatly promoting the development of economic globalization.
The so-called international marketing strategy refers to the overall intention of the enterprise for the internationalization process in the longer term and its implementation of the principle of opinion. International marketing strategy to answer the question is the enterprise on the international marketing objectives and achieve the objectives to take the strategy and principles, such as the internationalization process, market expansion kit and positioning, international competition and other strategies. It is a decisive significance for the survival and development of an enterprise in the market, but also the formulation of short-term or annual international marketing strategy is one of the basis.
2. International marketing environment analysis
2.1 Social and cultural environment. Culture is a composite whole, including the sum of human knowledge, beliefs, arts, morals, laws, customs, and other aspects of capabilities and habits acquired as a member of society. It not only reflects our own behavior, but also reflects our requirements for the behavior of others, including cultural personality, cultural ****, cultural components (material culture, social institutions, religion, aesthetics, language) 3 aspects. Culture permeates all aspects of marketing activities, the activities of international marketers and constitute a component of culture, marketing results of good and bad by the culture of the referee.
2.2 Economic environment. First, the stage of economic development. It includes traditional society, the eve of take-off, take-off stage, tend to mature and highly consumptive period. Because a country is in a different economic stage, the high and low income of the population is different, the consumer demand for products is different, which directly or indirectly affects the international marketing. To the consumer goods market, the higher level of economic development of the country, in marketing emphasize product style, efficiency and characteristics, a large number of advertising and sales promotion activities, quality competition is higher than price competition; in the lower level of economic development of the country, the function and practicality of the product, the promotion of the main oral communication and introduction, the price factor is more important than the quality of the product. Second, the market size. Enterprises in a country's market, the first concern is the country's market size, that is, the total amount of acceptable goods and services, or the market has the total purchasing power. Generally speaking, the market size of most products and services are closely related to the population and income, and can even be considered to be determined by the population and income. Third, the structure of consumption. To carry out international marketing, it is necessary to understand a variety of factors affecting consumer savings, in order to analyze and judge the changes in consumer demand, expenditure and consumption levels, including income levels, inflation and price increases factors, the market supply of goods and consumption preferences, savings motivation differences.
2.3 Political and legal environment. Sometimes the political environment can have a direct impact on marketing activities, and laws and regulations play a role in encouraging or restricting business marketing activities. The enterprise is first of all an economic organization rather than a political organization, but the enterprise marketing is often subject to political factors. International marketing laws are mainly composed of domestic laws, international economic laws, and host country laws. Enterprises engaged in international marketing to deal with different countries and regions, to take appropriate ways to resolve disputes in a fair and reasonable manner, which is an important guarantee of the smooth progress of international marketing.
2.4 Technological environment. In the era of knowledge economy, industrial and agricultural growth is not caused by the input of capital and labor force growth, but more mainly due to the increase in productivity, the improvement of the level of knowledge and quality of laborers, as well as new scientific and technological applications and promotion.
3. Opportunities and Challenges for China's Enterprises Facing the International Market
3.1 Opportunities. First of all, entering the international market has become an inevitable trend in the development of China's enterprises. The international market is huge and developing rapidly, which gives our enterprises a realistic attraction. As the international political situation tends to ease, China's relations with the rest of the world continue to improve, closer economic ties, which provides good conditions for China's enterprises to the international market. Secondly, China *** actively create conditions to encourage enterprises to enter the international market.
3.2 Challenges. Clearly define property rights, and further deepen the reform of the economic system is the premise of the internationalization of China's enterprises; backward level of science and technology, lack of talent is another major obstacle to China's enterprises to enter the international market; the proliferation of protectionism in the world trade and the development of regional integration, so that our country is in a disadvantageous position, and the economic development of other developing countries, the Commonwealth of Independent States and the Eastern European countries will be given to the great pressure on China's enterprises.
3.3 Tasks. First, research the international market. Only grasp the pulse of the international market, in order to find out China's enterprises to enter the international market point of entry. Enterprise's international research needs a lot of detailed and wide range of information, such as the target market's culture, economy, education level, the target consumer group to accept new things new brand capacity. The second is to analyze the enterprise's own competitive advantages and disadvantages. Formulate the enterprise's marketing objectives, make the corresponding international marketing strategic planning, find out the differences with the original plan, formulate the corresponding regulations, organize the supervision department, and give the corresponding authority to ensure that the predetermined international marketing objectives are carried out smoothly. Third, analyze the target market consumers. Understand the local consumer concepts, from the target market consumption habits, characteristics of consumer groups and other factors affecting the analysis, so as to segment the market, to find suitable for enterprises to enter the market, and analyze the potential of this market segment and the cultivation of space. Fourth, analyze the economic, political, legal and other policies of the target market country. Analyze the local economic situation, in order to analyze the possibility of enterprises in the local sales of products, efforts to ease the relationship with the local ***, social groups and the news media. Prevent the enterprise because of external factors and terminate the current business plan. Fifth, analyze competitors, suppliers and distribution channels. Familiarize yourself with the local environment, analyze the pressure and motivation from all sides, and cultivate a good competitive environment, which is conducive to reducing costs. Sixth, establish a business-centered corporate culture. Cultivate the local market, so that more consumers understand the enterprise, trust the enterprise, and establish a good relationship, in order to further expand a broader target market, paving the way into other national markets.
What is an international marketing strategic planTobacco on line from Wikipedia An international marketing strategic plan is an exercise in systematically assessing a company's own resource situation, its basic tasks and objectives, and in responding to different and changing foreign environments by adopting the necessary policies and actions to achieve the company's goals. Strategic planning is also a systematic way of looking for opportunities and dealing with risks. For the tobacco industry, Chinese tobacco companies must also find ways to "go global" as international tobacco giants gradually improve their presence in China. This article introduces the contents of an international marketing strategy, hoping to give tobacco companies some reference. The content of international marketing strategy (I) Time period Strategic plan is a long-term plan of the enterprise, generally about 5 years, some up to 20 years, it focuses on the main objectives and major actions to be taken in the future, as well as the enterprise's development strategy and vision, which clearly defines the blueprint of the enterprise's future development, as well as the steps and strategies to achieve. (ii) Environmental analysis An objective, calm and accurate analysis of the external environment is conducive to enterprises to seize market opportunities, avoid competitive threats and promote enterprise development. The analysis of the environment should mainly focus on the following aspects: 1, the development trend of world trade: whether it is growth or recession, whether trade protectionism is serious, the development trend of multinational corporations and so on. 2, international relations: including the cold war, the development trend of multinational corporations and so on. 2. International relations: including cold war, peace or détente. 3. Technology, the status and trends of enterprise-related technology and product development. 4, export region: the region's political, legal and economic development, relevant policies and regulations. 5. Competitors: the situation of major and potential competitors. (C) the analysis of the enterprise itself Analysis of the original strengths and weaknesses of the enterprise itself, as well as the development of business constraints, is the basis for the development of strategic plans. Its main contents are as follows: 1. Talents and management: the quality and technical level of management personnel, the thinking and ability of top decision-makers, the cultivation of future talents, the activity and business ability of foreign trade personnel, and the modernization degree of management thinking and means. 2、Products：Potential products and fist products, the degree of catering to the needs of foreign markets, production capacity, supply of raw materials, product research and development direction of the analysis. 3、Financial aspects: current and future sources of liquidity, the ability to transfer funds, profit targets, cost control and budget. 4, marketing: the existing product market, product sales, overseas distribution channels, promotional measures, competitive strategies. (D) Formulation of objectives After the above analysis of the enterprise's external environment and internal capabilities, the enterprise can understand its position in the international market, thus laying the foundation for the formulation of strategic objectives. Effective and scientific marketing strategy objectives should be consistent with the following principles: 1, international market-oriented: the strategic objectives of the enterprise should focus on the international market, what the international market needs, we will produce and operate what. Effective objectives should take the market as the starting point, according to the market needs to develop marketing strategies. 2, with the necessary guidelines and measures: enterprise strategic plan should not only put forward a clear goal, but also to set out to achieve the goal and take the approach and major measures to make the enterprise all employees in the major issues to reach **** knowledge, concerted efforts for the development of the enterprise and struggle. 3, full of incentives: the strategic objectives of the enterprise should encourage all workers to work hard, so that workers are invigorated, united, and make more contributions to the development of the enterprise. (E) the development of strategies for the above issues have a clear grasp of the strategy should be developed. International marketing strategy is divided into the following types: 1, the company's growth strategy, the majority of companies to increase sales and profits as the goal of the development of growth strategy. When the public found that the existing products and existing markets and development potential, it can take the market penetration of the intensive growth strategy; when the company found that the industry has a future, the company and the suppliers and sellers of joint can **** with the profit, it can implement a certain degree of joint venture integration growth strategy; when the company found that there is the strength to establish a new factory or buy other enterprises, it can be used to diversify the growth strategy in order to Expand the scope of operations. 2, product strategy, for export products, the company can be based on the actual situation of the implementation of four strategies: the product development strategy to expand market share at the expense of giving up short-term income; to maintain the status of the current product and maintain market share of the product maintenance strategy; regardless of the long-term impact and the pursuit of short-term benefits of the product product contraction strategy; to stop production and the enterprise resources for other purposes of the abandonment of the product strategy. 3, market strategy, the enterprise for the international target market can be used to expand the product range and gradually enter the market growth strategy; with new products and business to open up new markets for new product strategy; according to the needs of foreign consumers, to adapt to changes in the market in order to protect the original market to maintain the strategy; for unprofitable products gradually withdraw from the market withdrawal strategy.
What are the steps in a strategic marketing plan? Thank youFirst is the market analysis, analyzing the characteristics of consumers in the current market.
Then comes market segmentation, segmenting the market based on the needs of consumers that your product can fulfill
Next choose your segment. Choose a market that you find attractive. It is now difficult for a business to satisfy all consumer needs at the same time, choosing the easiest to enter and relatively most profitable market or markets is the third step.
After choosing a market segment, you need to carry out market positioning. Market positioning is a very important step, it reflects the company wants to achieve a position in the minds of consumers. A failed positioning can be extremely damaging to a brand. Reinventing a brand that has been damaged by a positioning error can be more expensive than building a new brand, so this is a step that must be taken care of.
Then it's time to make a marketing mix selection, the legendary 4P's.
And there's a budget to go with it!
Anything else you want to add to the discussion together ~~~~
Tata Motors India's international marketing strategyJaguar Land Rover India's parent company Tata has previously been on the low-end model route, and focuses on one of the world's lowest-priced models of the micro-vehicle Nano. However, sales of the car in recent years continue to be low, Tata plans to adjust its strategy, trying to change the brand image of the cheap car. The brand's image.
Marketing:International Marketing Strategy KnowledgeWhich ten topic sentences are most useful?1. Negative demand (analyze the causes, change the product positioning, and satisfy the demand through redesign)
2. No demand (try to combine the efficacy of the product with people's natural needs and interests)
3. Potential demand (estimate the size of the potential market, develop the product, and satisfy it effectively)
4. Declining demand (find out the reasons for the decline, *** potential consumer demand)
5. irregular demand (synchronize marketing, change demand patterns through flexible pricing, promotions, and other approaches to even out the conversation)
6. sufficient demand (changes in consumer preferences and increased competition)
7. excess demand (reduce marketing, find ways to reduce demand permanently or temporarily)
8. harmful demand ( Publicize the harm and reduce the opportunity to buy)
What is the strategic marketing planning process for a business
i. Interpret the business strategic plan.
ii. Analyze the current market environment.
iii. Analyze the current situation of your own business, especially the current situation of sales and marketing.
Fourth, the development of enterprise marketing objectives: market share, overall profit, the number of brands, cost budget, feedback and correction methods.
V. Discuss the feasibility and revise the objectives.
VI. Develop detailed plans and measures to implement the objectives.
VII. Establish a feedback and correction mechanism
Steps in Target Marketing StrategyThere are three main steps in target marketing:
The first step is market segmentation, which divides the market into a number of different customer groups based on the buyer's different needs for the product or marketing mix, and outlines the market segments.
The second step is to identify the target market and select one or more segments to enter.
Step 3, Positioning, establishes and communicates the key features and benefits of the product in the marketplace.
Target marketing is also known as STP marketing or STP three-step, where S refers to Segmenting market, i.e., market segmentation; T refers to Targeting market, i.e., selecting the target market; and P is Positioning, i.e., positioning. Because of this, marketing guru Philip Kotler believes that: the core of contemporary strategic marketing, can be defined as STP.
What kinds of marketing strategic planning classificationTarget market strategy
(a) target market strategy type
1, undifferentiated marketing strategy
2, differentiated marketing strategy
3, Concentrated marketing strategy
2. Market positioning strategy
(1) Product differentiation strategy
(2) Service differentiation strategy
(3) Personnel differentiation strategy
(4) Image differentiation strategy
Competitive marketing strategy
1. Strategies for determining competitors
2. > 2. Market leader strategy
3. Market challenger strategy
4. Market follower and market niche strategy
The above division is not yet the result of the final strategic segmentation.