Elaborating an International Marketing Strategy

Elaborating an International Marketing Strategy
Who Should Attend?
Programme outline
Any person w illing to comercialize their products on
foreign markets or w orking in an international
structure.
MODULE 1: ANALYZING THE IMPACT OF CULTURE ON CONSUMPTION
Benefits of Attendance
The training objective séminaire vise à aider les
participants à clarifier l’influence de la culture sur les
décisions marketing des entreprises et à leur donner
des outils nécessaires pour réussir la
commercialisation des produits à l’étranger
Understanding the different foreign consumers'
types of behaviour<//span>
Adapting the market studies to an international
context
Working w ith other countries
Elaborating international product, communication
and distribution strategies
What's more?
Innovative and effective online tools:
Nom ad' Profiler®: Cultural Profiler, Comparison
tool, Country Packs
Nom ad' Network®: preparing & follow ing the
training
Theoretical as practical and concrete approach
Personalized action plan
A cross-cultural approach of marketing
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Reference: 876
Intercompany training
Available sessions
FRANCE
July 3-4, 2017, Paris : 1490 €HT/pers.
Training session held in French
Intra-company training
You w ish to organise a specific training course,
contact us.
AKTEOS
6, rue du Quatre Septembre
92130 ISSY LES MOULINEAUX
Tél : 01 55 95 85 10
Fax : 01 55 95 85 11
[email protected] r
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 betw een 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 betw een 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