1. Chapter 1 – An Introduction to International Marketing
Doole, Lowe and Kenyon
International Marketing Strategy

2. Learning Objectives
Explain and use the SLEPTS factors to assess international markets
Discuss the differences between export marketing, international and global marketing
Understand the criteria required to evaluate a company’s international marketing strategy
Appreciate the key steps in the international marketing planning process

3. The international marketing environment
International marketing involves:
Focusing on the needs and wants of customers
Identifying the best method of satisfying those needs and wants
Orienting the company towards the process of providing that satisfaction
Meeting organisational objectives

4. International marketing defined
International marketing is a process of applying marketing principles across a number of foreign country markets
Domestic marketing
International marketing
Global marketing

5. The international marketing environment
Different levels of international marketing
Domestic marketing
International marketing
Global marketing

6. The international marketing environment (cont.)

7. The international marketing environment (cont.)
Social factors
Now there are 22 mega cities with at least 10 million people living in each one
In 2028 India will surpass China’s population
By 2030, Tokyo will have over 37 million people living in the city
Asia accounts for 60% of the world’s population
By 2025, 85% population will live in emerging markets

8. The international marketing environment (cont.)

9. The international marketing environment (cont.)
Legal factors
3 dimensions in the legal environment:
local domestic law:
different in every country
international law:
issues include piracy, treaties, patents etc
domestic laws in the home country:
export controls, plus duty to abide by national laws in all activities

10. The international marketing environment (cont.)

11. The international marketing environment (cont.)
Developed Triad Economies (= US, China and India)
account for 52% of world trade
Emerging Economies
huge and growing consumer demand
government directed economic reforms
dual economy the ‘have’ and ‘have nots’
Less Developed Countries (LDCs)
low GDP
limited manufacturing base, poor infrastructure
reliance on exporting raw materials
(1) GDP Ranking and (2) GDP Per Capita

12. The international marketing environment (cont.)
Political factors
‘A risk due to a sudden or gradual change in a local political environment that is disadvantageous or counter productive to foreign firms and markets’
Government actions which may constitute potential risk for the firm:
Operational restrictions e.g. exchange controls or employment policies
Discriminatory restrictions e.g. special taxes and tariffs
Physical actions e.g nationalization, riots and war

13. The Internet and the world wide web (www)
Technological environment
Impact of technological advances:
Ability to gather data on markets
Management control capabilities
Operational practicalities of electronic communication

14. The Internet and the world wide web (www)
Global communications
Global access to the World Wide Web
Est. 3 billion users
42% of global population
Importance of English language for web users
Globally e-business;
US $6.7 trillion (B2B transactions in next 5 years)

15. The international market planning process (Cont.)

16. Major components: Strategies for success
A clear international competitive focus and a strategic perspective which was truly international.
An effective relationship strategy achieved through strong customer relations and a dedication to customer service throughout international markets
Well-managed organizations with a culture of learning