Elaborating an International Marketing Strategy

Who Should Attend?

Any person willing to comercialize their products on foreign markets or working in an international structure.

Aims

• Understanding the different foreign consumers' types of behaviour
• Adapting the market studies to an international context
• Working with other countries
• Elaborating international product, communication and distribution strategies
  

Programme

MODULE 1: ANALYZING THE IMPACT OF CULTURE ON CONSUMPTION

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 between 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 between 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