Who Should Attend?

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

Benefits of Attendance

The training objective séminaire vise à aider les participants à clarifier l’influence de la culture sur les décisions marketing des entreprises et à leur donner des outils nécessaires pour réussir la commercialisation des produits à l’étranger

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

Training Approach

• A cross-cultural approach of marketing
• Exercises based on the experience of the participants and cases studies experienced in companies
• Personalized action plan and international negotiation strategies
• Access to the Nomad’ Network, an exclusive online tool for Akteos’ clients and experts: find resources, exchange experiences, knowledge and insight

Programme Outline

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