B9MK134: Development Of The Firm’s International Competitiveness: International Marketing Case Study, NUI, Ireland

1. Development of the firm’s international competitiveness

Analysis of International competitiveness. Competitive analysis in the industry. Value chain analysis. The sustainable value chain, CSR, and international competitiveness. Blue ocean strategy, value Innovation.

2. The Sociocultural Environment

Layers of culture. High and low context culture. Elements of culture. Hofstede/Hall/Lewis. Cultural dimensions and ethical behavior The political/legal environment: The economic environment. The European economic and monetary union and the Euro. Poverty as an opportunity and new source of NPD, Social Marketing.

3. Global Marketing Research

The changing role of international researcher, linking global marketing research to the decision-making process, secondary research, primary research, other types of marketing research, setting up an international marketing information system

4. Approaches to the choice of entry mode

The transaction cost approach. Factors influencing the entry mode. Export entry mode. Indirect export mode. Direct export mode. Cooperative export mode.

5. Export Entry Mode

Indirect export modes, Direct export modes, Cooperative export modes/ export marketing groups.

6. Intermediate entry modes

Contract manufacturing. Licensing, franchising. Strategic alliances/ JV. Other intermediate modes.

Domestic-based sales representatives, resident sales representatives, sales and production subsidiary. Region centers, acquisition/greenfield, HQ site, foreign divestment. Comparative Cost analysis of MOEs.

8. International Product Decisions

Dimension of an international product offer. International Service Strategies. The International PLCs, New product for international markets. International brand positioning. Global Brand equity. International-branding decisions. Global branding. International sensory branding

9. International Pricing decisions

International pricing strategies. Factors influencing international pricing strategies. Implications of the internet for pricing across borders. Terms of sale and delivery. Terms of payment.

10. International Distribution Decisions

External determinants of channel decisions. Managing and controlling International channels of distribution. Managing logistics. International retailing. Grey marketing.

11. International Marketing Communication Decisions and Global E-markets

The international communication process. International advertising in practice. Online international communication decisions. Viral marketing and social marketing.Internet marketing opportunities for international. Importance of technological tools when assessing the country and market opportunity. Technological readiness in marketing. Computers, telephones, internet connection costs. Broadband penetration. Electricity problems. Wireless internet access. The digital divide.