Page 31 - International Marketing

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BRILLIANT'S Introduction to International Marketing 33

Commitment to Export

Analyze

Internal Factors External Factors
♦ Product ♦ Marketing Environment
♦ Rescurces ♦ Competitive Profile

Decide

♦ Target Management
♦ Market Segment
♦ Entry Method
♦ Marketing Strategy

Set

Target
Implement

Organise Allocate Resources
♦ Department ♦ Budget
♦ Subsidiary ♦ Arrange Resources
♦ Joint Venture
♦ Export House

Export

♦ Review
♦ Modify
♦ Set New Targets

The first step obviously is the most crucial one viz., the commitment
to go for international business. Once this basic decision has been accepted
the organization motto. The second step is to carry out the SWOT analysis.
This analysis consists of evaluating the strength, weakness,
opportunities and threats of the company against the perspective of internal,
external and international parameters. The result of this analysis will help
in reaching a conclusion (3 step) with regard to (a) which markets to
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enter, (b) which particular segments, (c) how to enter and (d) how to market?
Once decisions have been taken on these, the company will be in a position
to set the targets (4 step) in terms of market penetration, sales volume or
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