National University of Modern Languages Department of Management Sciences Lahore, Campus

A Project of

INTERNATIONAL BUSINESS
BBA (Hons) 5th Semester

Submitted to: Ms. Ammara Yasmin

Executed By: Yasir Nazir Ahmad Tallal Adnan Arshad

ACKNOWLEDGEMENT

In the name of Allah, the Beneficent, the Merciful

First of all, we are very grateful to Almighty God to provide us with the knowledge, energy and skills to take this opportunity and increase our knowledge and experience to complete this report. We want to thank our professor who gave the most needed, when they put forward valuable suggestions class researcher .We are very grateful that we respect the teacher, Ms. Ammara to guide us in the preparation of this report

LETTER OF TRANSMITTAL

Head of Management Science National University of Modern Languages Lahore Campus Dear sir; It introduces you to the report of the project by the University in the implementation ofinternational marketing strategy. The report has been prepared in accordance with the guidelines. The report shows thatinternational marketing strategy, we have the details at the National University of Modern Languages of International Business Studies. In this report, we have the introduction of international marketing straits marketing fours assessment details and our work and learning. The experience we fell We are gratefulto help in the future. We have put all the efforts, in this report summarize our knowledge and experience to make it comprehensive to meet the expectations of the reader.Regards Adnan Arshad Yasir Nazir Ahmad Tallal

TABLE OF CONTENTS
Title Page .. i ..... ii iii . iv

Group Members Acknowledgement Letter of Transmittal

Page #

Internnational marketing strategies

1. 2. 3. 4. 5. 6. 7. 8. Introduction ........................................................................................... 1 Market assessment . 1 Product strategy .. ... 3 Promotion Strategy . 5 Pricing strategy .... 6 Local Strategy .. 7 Place 7 Distridution strategy 8

End

International marketing strategies

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable

Introduction:
International Marketing (IM) or global marketing, marketing by overseas companies or across national boundaries. An extension of this strategy, the use of the technology used by the domestic company. It refers to the marketing practices of the enterpriseclass cross the border, including market identification and location, entry mode selection, marketing mix, competition, strategic decision-making in the international market. Marketing can be simply defined as an organization's functions and to create, communicate and deliver value to customers, and in such a way, is a set of useful customer relationship management process for our customers and stakeholders. At the international level, marketing can be simply defined as to identify the needs of customers in foreign countries, and then in the right place at the right price to provide them with the process of the entity.

Market assessment
Market assessment, including a five-step screening process

First screened:
The basic identity potential market in the world customer needs. Here, an organization, prepared in different countries, it can sell its products and services list.

Second screening:
The second screening, including shortening the list prepared on the basis of the first screening of the financial and economic analysis of the potential market. Organizations to consider the financial analysis, fiscal policy, monetary policy, the current interest rates, inflation rates, and economic analysis, the scan size, strength and growth potential market. In this way, organizations excluded from their list of all disadvantaged countries.

Third screening:
According to the third screening, the organization believes the potential market for legal and political forces. This is a very important step, into a country, an organization must ensure that the host country laws to protect their patents, copyright and other intellectual property rights. Select a politically unstable countries such as Pakistan, Iran will always be not conducive to the success of the organization.

Fourth Screening:
According to the fourth screening, the organization that the potential marketsocioeconomic and cultural forces. In some countries such as India, cultural and moral values, do not let the male and female drug use, so it should Narcotics defenseproduction for the market organization. In addition, the religious factor is very important, for example, in India, the Hindu religion does not allow its followers to eat beef, so when McDonald's entered India, they are just from the menu list, otherwise it is the highest sales delete beef in the U.S. McDonald's products.

Fifth Screening:
after four sessions, the organization found that the choice between two or more countries, and then in the fifth stage, they should consider all potential competition in the market environment. Now, some organizations prefer a small number of those markets competitors. On the other hand, some institutions prefer to select those market competition intensity is very high; these organizations believe that the state-of-the-art competition will also improve its performance. This choice depends entirely on the specific concept of the organization.

Final choice:
All screening, the organization will select the final choice. This step includes Intellectual Property Organization to their executives a realistic assessment of the actual location of the field. Such site visits are very common, and can do many things, in order to supplement the existing data. Sometimes these trips taken by a trade delegation form. The results of multinational corporations on the basis of screening and supplementary data will be overseas to provide a choice of goods and services.

Product Strategy
Product strategy will be different, according to a specific good customers. Some products can be sold in all countries, without any modification, but need to change according to the specific requirements of the market, some products and their marketing strategy. When an organization's products into the market, they must ask yourself some questions. Whose products are designed to do? What are the benefits to our customers' expectations? How the company's market positioning of products within the plan? What differential advantage over its competitors? We must remember that marketing is a fundamental interests of the bundle to the end user to provide the correct

1: Core product. What is the core, and is conducive to your product pricing?
Customers who purchased the camera are buying more then just a camera, the memory of their purchase.

2: actual products: All camera to capture the memory. Its purpose

is to ensure that your potential customers to buy one. Brand strategy, including the organization at this level to increase the functionality and efficiency to ensure that their products provide a differential advantage from their competitors.

3: Enhanced Products: Can you provide any additional non-tangible

benefits? This level of competition, according to local sales, service, guarantee, delivery and so on. John Lewis retail department store to buy the TV to a five-year free guarantee, which gives their `customers peace of mind for more than five years of additional benefits, and their purchase should be a failure.

There is no need to modify some products do not require any changes to the countrys changes, such as a pen. Pen manufacturing company will no longer need to modify their own products, launched into a new country. In fact, the company is being used, such as the slogan of "the world's best writing is not required, or even change their marketing strategy. Need to be modified, on the other hand, some organizations are asked to modify their own products. This modification depends on many factors, such as economic, culturaland local regulations; For example, in the United States, the chewing gum package usually contains 10-20 because the United States is a highly intensive market and people with higher purchasing power in the country. However, in many other countries, the customer's purchasing power is weak, limiting the packaging of chewing gum is only5. Similarly, other changes are changes in the country.

Promotion strategy:
Promotion is the process of driving the company's products and services needs. Multinational companies in different countries to promote their products and services through advertising and personal sales. According to product and customer organizations using one of the following strategies to promote It is a useful promotional combination of four main elements defined before considering their own strengths and limitations. The same product the same promotional message Same product promotions Different products and promotions Different promotions for different products

(1) Advertising
Form of payment of any non-personal idea or product in the first media communications: television, newspapers, magazines, billboards, posters, radio, movies, advertisingaimed at persuading and inform. Two basic aspects of the advertising message (you want your communication) and medium (how do you make your message, the entire)

(2) personal sales

Verbal communication and product sales of the intention of potential buyers. Individual sales might first focus on the relationship of development with potential buyers, but in the end will always attempt to "off" sale of ".

(3) Promotion
Providing incentives to stimulate demand for the product to customers or distribution channels.

(4) Publicity
Communications products, brand, or placed in the media about it, do not have time or media space directly payment services. Otherwise known as "public relations"

Pricing strategy:
Multinational companies price their products, depending on the market. The pricing of product depends on the strength of the many limiting factors such as government regulations, rising prices of factors, and other laws, such as minimum price, in some countries the government to solve the largest and products.
Diversity marketing:

(or marketing of culture) is a marketing model marketing (especially marketing communications) is essentially a wide range of public communication efforts.According to the paradigm, today the main focus of marketing should be to establish effective communication methods and communication mix appropriate active in the market each of the different groups. Diversified marketing recognize the impact of cultural programs, and recognition of different consumer groups have different cultural environment and social experience. Because of a different kind of cultural programs, tastes, values, expectations, beliefs, interaction, entertainment, lifestyle preferences, these groups are often different from others. These differences need to create a customized marketing strategy.
Currency fluctuations:

compared to the changes taking place in the relative value of currencies issued by a country, different currencies. Currency fluctuations, the process is the daily exchange of the relative velocity between the various currencies on the basis of an ongoing impact. Currency fluctuations, currency exchange transactions, investors look forward to close cooperation in order to profit from their investment. It is important to pay attention to exchange rate fluctuations may occur up and down movement. Investors to buy currency for purchase currency display upward movement compared to the opportunity to realize significant return on trading. At the same time, if the exchange rate is still a little flat, if the increase in the relative value of the monetary base, on behalf of investors recognize that there are no returns or lose money in the actual transaction.

Local strategies:
Multinational organizations should always be the most convenient place for customers, that is, sell their products. The organization should be based on the host country customers affordability and convenient distribution channels.

Place:
This refers to how an organization will distribute the products or services they provide to end users. The organization must distribute the users of the product at the right time right place. Efficient and effective distribution is very important if the organization is to meet its overall marketing objectives. If an organization underestimate demand and customers can not buy, because its products, the profitability will be affected. They will use what distribution channels? There are two types of channel allocation method. Indirect allotment involved in your product, sales of wholesalers such as manufacturers, and then to the retailers to use an intermediary distributing . allocation involves allocating directly from the manufacturers directly, for example, Dell Computer is provided directly to its target users, consumer persons. The direct distribution advantage is that it enables the complete control of the manufacturer of their products.

Distribution strategy:
There are three common sales strategy based on the distribution of the type of product:

1. Intensive distribution:
commonly used to distribute low-priced or impulse purchase products, such as chocolate, soft drinks.

2. Exclusive distribution:
involves allocating to a single export restrictions. Usually high prices, products, and intermediaries sales of many of the details. An example would be vehicles through exclusive dealers.

3. Selective distribution:
small retail stores choose to distribute the products. Selective distribution is a common product, such as computers, television sets, household appliances, consumers are willing to shop around and manufacturers want to have a large geographical distribution.