International Marketing Plan-About International Marketing Plan:
International Marketing Plan - Define
International business and marketing plan is directly related to the international market and the economic activities should be planned and arranged in order to fully tap and use of corporate resources, to organize international marketing activities of enterprises, and coordinate with the work of enterprises of this Yoshimitsu to achieve business goals in the process of international marketing.
International Marketing Plan - Category
Divided by the length of time, the international marketing plan can be divided into long-term plan (5 years), medium-term plan (5 years, more than 1 year), short-term plan or annual plan (one year).
The complexity of the content according to plan, the international marketing plan can be divided into a comprehensive plan and project plan
The importance of the planned international marketing plan can be divided into strategic plans and operational plans
International marketing plan - content:
Statement of objectives: a summary of business objectives; a summary of marketing objectives; special project goal statements.
Enterprise Analysis: market; competition; government; organizations; other.
And evaluation of opportunities have been identified: the market; products and services; related financial needs.
Action Plan: The overall timetable; development; test; marketing;
Evaluation and control: the financial quantification; costs; sales; other targets
International marketing plan - making process
Planning process is a business management approach, plan to answer three questions --- where business is now in the enterprises which intend to enter the market, how to achieve these goals. These three issues are unavoidable for most companies, these issues require companies to prepare for the future ahead, anticipate change and implementation of the plan is to change
International marketing plan development, can be divided into several steps to complete:
1) information collection and analysis
Information collection and preparation of the international fold is a prerequisite for the marketing plan, and only understand the present, in order to predict the future. Thus, in the preparation of international marketing plan, be sure to collect a wide range of information, take full advantage of all kinds of information, making information available to order.
2) SWOT analysis
Examine their own strengths, weaknesses and future potential for development, while changes may occur in the external environment and the opportunities and threats will be analyzed, and finally the use of advantage of the opportunity to reduce the weaknesses and avoid threats - this process is the market marketing strategy of the selection process, with a total cost leadership strategy, differentiation strategy, focused on three strategic opportunities for strategic choice.
3) the establishment of international marketing objectives
Through these three basic characteristics of a strategic approach to analysis and structural characteristics of the industries in which business analysis, competitor analysis and company have the advantage, weaknesses, opportunities and threats facing the analysis, can determine their own basic strategic model, and according to the company's existing conditions such as market share, brand, distribution network to determine the company's marketing strategy objectives. Corporate strategic objectives usually include product marketing, market share, company's position in the industry to complete the strategic objectives of time.
4) the development of specific marketing objectives around international marketing strategy
In international marketing, strategy development, the goal has been, how the implementation is very important. If an international company with some good goals, but the modalities of operation of its error, it will become increasingly distant from the target, or even impossible to achieve the goal. Each goal must have at least one strategy or a series of policy group table, so the content is very rich in a variety of strategies, in this step we need to refine a large goal into concrete action strategies.
5) preparation of the plan and the completion of
Good variety of objectives and strategies identified after the main part of the plan have been completed, then, that with just add some "green" - the details of implementation and methods of preparation of a plan out. Of course, the preparation of a plan and it can not be a look, it requires numerous comments and views, and constantly improve.
International marketing plan - steps:
Phase I: preliminary analysis and screening: the first national company to market potential assessment, analysis and selection of countries. Followed by the establishment of screening criteria to assess the future development of those national markets. Finally, using criteria established by the business environment for comprehensive analysis.
The second stage: the marketing mix for the target market.
The third stage: the development of international marketing plan. International marketing research information from the input applied to the various marketing programs to output the entire process.
The fourth stage: implementation of the program and control: measuring whether the expected standard, exciting and flexible adjustment of action to correct the deviation of the work to conform to program requirements.
International marketing plan - methods:
"From top to bottom," Planning Act, refers to senior managers to plan and to all levels of organizations to develop business in the target.
"Bottom up" planning law, is estimated by the department to prepare them to achieve a goal and submitted to higher authorities for approval.
"Down with" project method, proposed by the senior management of an overall goal to achieve their objectives by the lower levels to develop the necessary plans.
International Marketing Program - Application Analysis:
- Sales forecasting analysis: attention:
Collection and analysis of data in many countries and the cost of market segments.
Because of the diversity of national economies, income and lifestyle huge difference, so do the different market forecasts, and each uses a set of variables.
Some countries lack of data or inaccurate data.
Less stable political, social, and financial environment to make long-term forecasts are not reliable, the need to predict more frequent and more rigorous assessment of these results.
Forecasts for different countries to compare the results very difficult.
Lack of foreign competitors and future behaviors.
Other factors
"If - how to do" analysis: the results obtained through a series of questions, the results can be divided into the expected sales, costs, expenses, assets structure, cash flow, and other operational variables. Consider the real consumers of its complexity, discontinuity, uncertainty and past information of limited value.
International marketing plan an important role in
A complete business plan should explain the expectations of stakeholders; detailed SWOT analysis; stated business goals, strategic decisions around the target; evaluation of the corporate strategic decision-making competitors possible responses; choose the right strategy, and reasons and details ... ..., specific a complete international marketing plan involves many things, such as business development, product line planning, product plans, marketing plans, creation of brand planning, production planning, financial planning, personnel planning, research and development plans, the plan should forecast the global economy and the major market trends and accurately grasp the business situation, strengths and weaknesses, to confirm the long-term goals and implementation strategies, and to assess the reaction of competitors, and corrective action beyond the control of program.
