Elaborating an International Marketing Strategy
Transcription
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 ___________________________________________ 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