Planning for International Marketing
Chapter 8
Planning for international marketing
Learning objectives p.278
After reading this chapter you should be able to: • describe the strategic marketing planning process and the role of scenario planning in international marketing • explain the steps involved in the international marketing planning process • develop an international marketing plan • illustrate the challenges to effective international marketing planning • discuss the requirements for practical international marketing planning.
Introduction p.280
The competitive and rapidly changing environment of 2010 and beyond has prompted most Asia–Pacific firms pursuing international opportunities to use strategic market planning to identify, tap and profit from international markets. Successful companies periodically evaluate their market environments in order to assess changes in their opportunities and threats. External and internal environmental changes frequently require them to modify their objectives and sometimes change direction. As discussed in earlier chapters, changes in government regulations, emergence of new competitors, the introduction of new technology and the opening of new markets can change the way in which a firm does business internationally. As they gain experience, develop new competencies and add more resources, firms change their objectives and sometimes their mission.
Strategic market planning in international markets is essentially a way of thinking and a mode of acting. In terms of thinking, it challenges international marketers to be constantly sensitive to changes and assess the implications for marketing. In terms of acting, marketers need to be flexible and responsive in the way they plan for and manage the firm’s resources and capabilities.
Toyne and Walters (1993, p.51) provide a useful definition of strategic market planning: Strategic market planning is the systematic and periodic process used by managers to examine the
Planning for international marketing
Learning objectives p.278
After reading this chapter you should be able to: • describe the strategic marketing planning process and the role of scenario planning in international marketing • explain the steps involved in the international marketing planning process • develop an international marketing plan • illustrate the challenges to effective international marketing planning • discuss the requirements for practical international marketing planning.
Introduction p.280
The competitive and rapidly changing environment of 2010 and beyond has prompted most Asia–Pacific firms pursuing international opportunities to use strategic market planning to identify, tap and profit from international markets. Successful companies periodically evaluate their market environments in order to assess changes in their opportunities and threats. External and internal environmental changes frequently require them to modify their objectives and sometimes change direction. As discussed in earlier chapters, changes in government regulations, emergence of new competitors, the introduction of new technology and the opening of new markets can change the way in which a firm does business internationally. As they gain experience, develop new competencies and add more resources, firms change their objectives and sometimes their mission.
Strategic market planning in international markets is essentially a way of thinking and a mode of acting. In terms of thinking, it challenges international marketers to be constantly sensitive to changes and assess the implications for marketing. In terms of acting, marketers need to be flexible and responsive in the way they plan for and manage the firm’s resources and capabilities.
Toyne and Walters (1993, p.51) provide a useful definition of strategic market planning: Strategic market planning is the systematic and periodic process used by managers to examine the