24220 Lecture Notes - Lecture 2: Coffee Culture, Marketing Plan, Marketing Strategy
Document Summary
Lecture 2 international strategic planning and competitive strategy. What is it: p(cid:396)o(cid:272)ess (cid:449)he(cid:396)e fi(cid:396)(cid:373) (cid:272)o(cid:374)side(cid:396)s it(cid:859)s long term profitable growth options. International market(s) development is an important part of this. It needs to consider: which markets are (most) attractive, what (type of) business models are required to do business in those markets, the basis for competitive advantage in those markets, profit ($) and profitability (return on investment) expectations. Identify what you want to do, then because there is always risk do a little launch and see how that goes, then you can add more and more as time goes on incrementalisation (expand slowly) Involves physical companies doing a little bit in the international market and learning from this process, then completing a little more etc. **2) the market schematic model*: highlights that there are 4 major factors that need to be considered by businesses external environment, potential/target customers (segmentation), the market place, competitors.
