INTERNATIONAL
MARKETING
HO THI HAI THUY
F O R E I G N T R A D E U N I V E R S I T Y,
HO CHI MINH CITY CAMPUS
1
INTRODUCTIONS
Ho Thi Hai Thuy (MS.)
Foreign Trade University, Hochiminh city campus
Email:
[email protected]
Tel: 0987 867 288
Teaching/Research:
Principles of Marketing
Marketing Management
International Marketing
Intellectual Property
2
COURSE OUTLINE
1
• Overview
of
Marke-ng
2
• Interna-onal
marke-ng
environment
3
• Interna-onal
market
research
4
• Interna-onal
Product
Decisions
5
• Interna-onal
price
decisions
6
• Interna-onal
distribu-on
decisions
7
• Interna-onal
promo-on
decisions
8
• Selec-on
topics
3
COURSE RESOURCES
• Text book:
+ International Marketing: Strategy and Theory, 5th edition, Sak
Onkvisit and John J. Shaw (now refered to as TB1)
+ International Marketing, Philip R. Cateora, Mary C. Gilly,
John L. Graham (now refered to as TB2)
+ Global Marketing, 7th edition, Warren J. Keegan, Mark C.
Green (now referred to as TB3)
• Analysis of case studies in lectures
• Lecture slides
• Individual/Group presentations
4
GRADING
•
•
•
•
Class attention: 10%
Midterm assignment: 30%
Final Exam: 60%
Bonus marks: individual/group activities
5
class
day
content
1
8/8
Course
introduc1on
2
10/8
Overview
of
Marke-ng
3
12/8
Interna1onal
marke1ng
environment
4
15/8
Interna1onal
market
research
5
17/8
Interna1onal
Product
Decisions
6
19/8
Interna1onal
Product
Decisions
7
22/8
Interna1onal
price
decisions
8
24/8
Interna1onal
distribu1on
decision
9
26/8
Interna1onal
promo1on
decisions
10
29/8
Interna1onal
promo1on
decisions
11
31/8
Guest
speaker
12
5/9
Selec1on
topics
13
7/9
Presenta1on
14
9/9
Presenta1on
15
12/9
Review
Note/prepara-on
6
MIDTERM ASSIGNMENT:
INTERNATIONAL MARKETING COMMENTARY
Team of 4-6 students: Report + Presentation
Due: 31/8/2017 for soft copy of written commentary sent to my email
Presentations: 7/9/2017 & 9/9/2017
Main objective: critically assess the market potential in Vietnam for a foreign product
or service.
- Students are to form groups (4-6 people), select one among 2 foreign products or
services that are given by the lecturer and they are not available in Vietnam at the
present. Students are required to do a market research analysis and recommend an
appropriate marketing strategy for the brand to enter Vietnamese market for the 1st
6 months , using the theoretical and conceptual frameworks learned.
- Students are to present their analysis in groups as well as submit a group written
commentary.
7
MIDTERM ASSIGNMENT
INTERNATIONAL MARKETING COMMENTARY
Topics
1.
English
center
for
2.
Fashion
YOUR
children:
Helen
brand:
H&M
SUGGESTIONS?
Doron
8
INDIVIDUAL/PAIR BONUS MARKS
• For session 12th, any individual or pair who want to get
bonus mark can register a topic related to a Contemporary
international marketing issues to present on that day.
Lecturer will choose some outstanding reports to be
presented for 10-15 minutes .
Due date for report submission: 29/8/2017 via email
5% of that mark will be added to the midterm mark.
• Any contribution of individual/groups to the class’s activities
can be considered to bonus marks.
9
CHAPTER 1: Overview of Marketing
10
CONTENT
1.1. Definition
1.2.
The
IM
task
Process
of
IM
Marke1ng
Decision
Factors
Interna1onal
dimensions
of
Marke1ng
Aspects
of
the
Domes1c
Environment
Domes1c
marke1ng
v.s.
interna1onal
marke1ng
Aspects
of
the
Foreign
Environment
11
H&M TO ENTER VIETNAM
H&M is ranked as the ninth largest fashion retailer in the world with
revenue of US$16 billion, from more than 2472 stores and over 64,000
employees.
H&M could potentially carve out up to a $500 million share of the
Australian fast fashion market based on overseas results in similar
countries.
Some current Australian players are ill-equipped to meet this challenge,
with little point of difference, variable quality of product, poor
presentation, lack of format innovation, and a lack of focus on service.
12
GAP IN VIETNAM
13
GAP IN VIETNAM
In Vietnam, the first Gap stores opened in October followed by the first
Banana Republic store in 2012
A franchise agreement with Imex Pan Pacific (IPP), one of the largest
conglomerates in Vietnam
The Gap stores will carry products from Gap, GapKids and babyGap, while
Banana Republic will bring its take on affordable luxury apparel and
accessories for women and men to the region.
Targeting …. - …… - class consumer base and young population
14
ZARA IN VIETNAM
Vietnam promises great opportunities for Zara as:
-………………………………………………………………………….
- ………………………………………………………………………….
15
DEFINITION OF INTERNATIONAL MARKETING
International marketing is the multinational
process of planning
and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives.
(AMA, cited in Sak Onkvisit and John J. Shaw
2004)
16
DEFINITION OF INTERNATIONAL MARKETING
International marketing is the performance of business
activities designed to plan, price, promote, and direct
the flow of a company’s goods and services to
consumers or users in more than one nation for a
profit.
(Philip R.Cateora, 2012)
17
DEFINITION OF INTERNATIONAL MARKETING
International marketing is the process of planning and
conducting transactions across national borders to
create exchanges that satisfy the objectives of
individuals and the organizations.
(M.R. Czinkota, 2011)
18
INTERNATIONAL DIMENSIONS OF MARKETING
Interna1onal
marke1ng
Mul1na1onal
marke1ng
-‐
companies
seek
markets
all
over
the
world
-‐
sell
products
that
are
a
result
of
planned
produc1on
for
markets
in
various
countries.
-‐
This
planning
generally
entails
not
only
the
marke1ng
but
also
the
produc1on
of
goods
outside
the
home
market.
-‐>At
this
point,
a
company
becomes
an
interna1onal
or
mul1na1onal
marke1ng
Global
Marke1ng
-‐
Companies
treat
the
world,
including
their
home
market,
as
one
market.
-‐
Market
segmenta1on
decisions
are
no
longer
focused
on
na1onal
borders.
Instead,
market
segments
are
defined
by
income
levels,
usage
pa[erns,
or
other
factors
that
frequently
span
countries
and
regions.
19
DEFINITION OF INTERNATIONAL
MARKETING
20
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