international marketing 2-A

1 SchoolofEconomicsandManagement ChongqingThreeGorgesUniversity InternationalMarketingLecturer Vivian ChenmeiE mail vivianchenmei March4 2011 2 Part2InternationalMarketingEnvironmentAnalysis 3 Part2InternationalMarketingEnvironmentAnalysis PEST OverviewofInt lMarketingEnvironment IntroductionofWTO theRulesofWTOAboutMarkets AnalysisofInternationalCulturalEnvironment AnalysisofInternationalEconomicEnvironment AnalysisofInt lLegalandPoliticalEnvironment 4 OverviewofInt lMarketingEnvironment 1 WhatisInternationalMarketingEnvironment Itisthecollectionofexternalelementswhichareconsideredintheint lmarketingactivitiesandaffectotheractivities 2 WhatarethefeaturesofInternationalMarketingEnvironment Relevant compulsory mobile differentindifferentregions 5 TheInternationalMarketingEnvironment 7 3 Leveloftechnology EnvironmentaluncontrollablescountrymarketA EnvironmentaluncontrollablescountrymarketB EnvironmentaluncontrollablescountrymarketC Competitivestructure 1 Economicforces 2 Competitiveforces Price Product Promotion ChannelsofDistribution 6 Culturalforces ForeignEnvironment Uncontrollables 7 Political Legalforces Economicclimate Political Legalforces Domesticenvironment Uncontrollables Controllables 5 GeographyandInfrastructure 4 Structureofdistribution TargetMarket Firmcharacteristics Research 6 SWOTAnalysis SWOTanalysisisatoolforauditinganorganizationanditsenvironment Itisthefirststageofplanningandhelpsmarketerstofocusonkeyissues Oncekeyissueshavebeenidentified theyfeedintomarketingobjectives Itcanbeusedinconjunctionwithothertoolsforauditandanalysis suchasPESTanalysisandPorter sFive Forcesanalysis 7 SWOTstandsforstrengths weaknesses opportunities andthreats Strengthsandweaknessesareinternalfactors Opportunitiesandthreatsareexternalfactors 8 FiveForcesAnalysis 9 FiveForcesAnalysishelpsthemarketertocontrastacompetitiveenvironment Ithassimilaritieswithothertoolsforenvironmentalaudit suchasPESTanalysis buttendstofocusonthesingle standalone businessorSBU StrategicBusinessUnit ratherthanasingleproductorrangeofproducts Fiveforcesanalysisislooksatfivekeyareasnamelythethreatofentry thepowerofbuyers thepowerofsuppliers thethreatofsubstitutes andcompetitiverivalry 10 PESTAnalysis Theorganization smarketingenvironmentismadeupfrom 1 Theinternalenvironmente g staff orinternalcustomers officetechnology wagesandfinance etc 2 Themicroenvironmente g ourexternalcustomers agentsanddistributors suppliers ourcompetitors etc 3 Themacro environmente g Political andlegal forces Economicforces Socio culturalforces andTechnologicalforces TheseareknownasPESTfactors 11 IntroductionofWTO theRulesofWTO VideoTotheHeartofWTO FromGATTtoWTO 12 GeneralAgreementonTariffsandTrade GATT GATTcreatedasanagencytoserveaswatchdogoverworldtradeandprovideaprocesstoreducetariffsGATTalsoprovidedamechanismtoresolvetradedisputesbilaterally GATTcoversthreebasicareas tradeshallbeconductedonanondiscriminatorybasis protectionshallbeaffordeddomesticindustriesthroughcustomstariffs notthroughsuchcommercialmeasuresasimportquotas andconsultationshallbetheprimarymethodusedtosolveglobaltradeproblems 3 GATTnowreplacedbytheWorldTradeOrganization 13 WorldTradeOrganization WTO Itsetsmanyrulesgoverningtradebetweenits148members 2001China WTOprovidesapanelofexpertstohearandruleontradedisputesbetweenmembers and unlikeGATT issuesbindingdecisions UnlikeGATT isaninstitution notanagreement 14 TheRulesofWTO 1 Generalprinciples freecompetition fairtrade2 Basicprinciples A NationalTreatmentB MostFavoredNationTreatment MFN C TariffConcessionPrincipleD TransparencyPrincipleE FairTradePrincipleF NegotiationandArrangementPrincipleG SpecialTreatmentsforDevelopingCountries Exception 15 TheInternationalMonetaryFund IMF IMFwascreatedtoassistnationsinbecomingandremainingeconomicallyviableItassistscountriesthatseekcapitalforeconomicdevelopmentandrestructuringIMFloanscomewithstipulationsthatborrowingcountriesslashspendingandimposecontrolstocurbinflationIthelpsmaintainstabilityintheworldfinancialmarkets ObjectivesoftheIMFinclude stabilizationofforeignexchangeratesestablishconvertiblecurrenciestofacilitateinternationaltradelendmoneytomembersinfinancialtrouble 16 WorldBankGroup WBG ThefunctionsoftheWBGinclude ThegoalofWBGistoreducepovertyandtheimprovementoflivingstandardsbypromotingsustainablegrowthandinvestmentinpeople 1 lendingmoneytocountriestofinancedevelopmentprojectsineducation health andinfrastructure 2 providingassistanceforprojectstothepoorestdevelopingcountries 3 lendingdirectlytotheprivatesectorindevelopingcountrieswithlong termloans equityinvestments andotherfinancialassistance 4 provideinvestorswithinvestmentguaranteesagainst noncommercialrisk sodevelopingcountrieswillattractFDI and5 provideconciliationandarbitrationofdisputesbetweengovernmentsandforeigninvestors 17 ProtestsAgainstGlobalInstitutions In1999 anti capitalistprotestors complainedagainsttheWTO andIMF overtheunintendedconsequencesofglobalizationthatinclude environmentalconcernsworkerexploitationanddomesticjoblossesculturalextinctionhigheroilprices anddiminishedsovereigntyofnations 18 RegionalCooperationGroupsGlobalMarketsandMultinationalMarketGroups AboutMarkets 19 GlobalMarketsandMultinationalMarketGroups TheglobalizationofmarketsTherestructuringofEasternEuropeintoindependentmarket driveneconomiesThedissolutionoftheSovietUnionintoindependentstatesandTheworldwidetrendtowardeconomiccooperation ManyMultinationalMarketGroupshaveemergedduetorecenttrendsthatinclude VariousexamplesofMultinationalMarketGroupsareprovidednext 20 PatternsofMultinationalCooperation RegionalCooperationGroupsFreeTradeAreasCustomsUnionsCommonMarketsandEconomicUnionsPoliticalUnions Therearefivefundamentalgroupingsforregionaleconomicintegrationasfollows Viewedonaspectrum eachrequiresgreaterlevelsofcooperationamongmembernationsandinclude 21 EuropeanUnion EU Belgium founder Denmark1973 Germany founder Greece1981 Spain1986 France founder Ireland1973 Austria1995 Portugal1986 Finland1995 Sweden1995瑞典 UnitedKingdom1973 CzechRepublic2004捷克共和国 Estonia2004爱沙尼亚 Italy founder Luxembourg founder Netherland founder Cyprus2004塞浦路斯共和国 Latvia2004拉脱维亚 Lithu