International Industrial Marketing lecture in NTUU KPI by Carl-Axel Engdahl. Course AI213V.

1. Wellcome to Course AI213V
International Industrial
Day Marketing
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2. Introduction
• Aime of the Course.
• Examination
• Individualwork or groupwork in small grops
• Lectures
• Questions and answers
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3. Examination
1. Written assingment
Way I want to take this course” ½ - 1 page
1 point
2. Outline of marketing plan, including product
and/or service presentation and market
segment. 2-3 pages. 2 points.
3. Written examination – 5 points
4. Marketing plan (complete) 10 – 15 pages. 7
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4.
What is International marketing?
The three main areas to focus on
1. Border between countries
2. Market situation in different countries
3. The interaction with business environment
All marketing is local -
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5. • The international Focus for new company,-
Way?
• 1. Need to create economy of scale
• 2. Develop brand awareness before
competitors
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6. Market/product matrix
Old Market
Penetrate
New Market
Old product Market expansion
Product
New product development Diversification
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7. Examples
• Time,
Idea, market research, product development,
advertising, sales, after sales ….
• What the company can control
Un controllable, Environment - economic, legal,
geography, religion, weather ….
Controllable, 4-Ps, Product, Place, Promotion,
Price.
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8. Market research
• Present market
• New markets
• Market segmentation
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9. Customer
• Present customer – New customers
• Persons,
• Families
• Industrial
• Distributors
• Market segmentation.
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10. Use of focus
• Then in real live the marketing managers have
to combine all this ad new dimensions and
may be omit others that don’t support the
present task.
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11. Work schedule for marketing plan
• Developing marketing strategies and plans
• Capturing marketing insights and performance
• Connecting with customers
• Building strong brands
• Shaping the market offerings
• Delivering and communicating value
• Creating successful long-term growth
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12. The marketing plan
• 1 Executive Summary
• 2 .0 Situation Analyses
• 3.0 Marketing Strategy
• 4.0 Financials
• 5.0 Controls
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13.
The marketing plan
• 2 Situation Analyses
• 2.1 Marker Summary
• 2.2 SWOT Analysis
• 2.3 Competition
• 2.4 Product offering
• 2.5 Keys to success
• 2.6 Critical Issues
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14. The marketing plan
• 3.0 Marketing Strategy
• 3.1 Mission
• 3.2 Marketing Objectives
• 3.3 financial Objectives
• 3.4 Target Markets
• 3.5 Positioning
• 3.6 Strategies
3.7 Marketing Mix
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15. The marketing plan
• 4.0 Financials
• 4.1 Break-Even Analysis
• 4.2 Sales Forecast
• 4.3 Expense Forecast
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16. The marketing plan
• 5.0 Controls
• 5.1 Implementation
• 5.2 Marketing Organization
• 5.3 Contingency Planning
•
• This course will motivate you to learn how to
write a marketing plan.
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17. Why international trade
• Absolute advantages
• Relative advantages Richardo
• Development of skills
• This will be covers in detail during day 2
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18. What is a market
• Boarder between counteries
• What is a boarder?
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19. The border between countries
• Duty
• Currency
• Taxes
• Documentation
• Content regulations
• Standards formal/informal
• Tastes and habits
Unknown
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