CHAPTER 1: OVERVIEW

1) GLOSSARY AND DEFINITION:

country.
Embargo: is the strongest quota, some kinds of goods is totally not

allowed to import.
Tariff: is the general tariffs that are used within a country and all over the

world. The tariffs purpose is to protect domestic products by limiting imported products from foreign countries. This also a factor in increasing governments revenue and improve infrastructure.
General Marketing: Base on the way customers consume products to

perfect all of these process: Market analysis find out and instruct using products producing consuming servicing in order to make potential purchasing power to be real demand.
Import-Export Marketing: is the marketing which is used in

import/export field to assist companies in penetrating into foreign market

environment. 2) WHY INTERNATONAL MARKET?

all things about environment, economy, politics, policies in investment and export,
Global market appeal: the scale, potential of international market, the

trend of globalization, opportunities to invest, making business, tariff policies,

 Business strategy: Widening business, market as well as creating

companys reputation in foreign markets, extending products life, increasing revenue, using efficiently resources 3) DIFFICULTIES & CHALLENGES
Competing hardly with many competitors in international market,

this require our company have to be strong and experienced because we are facing with risks of bankrupt or being taken over by other competitors.
Tariff & non-tariff barriers are always used in countries. This make

our product has to be continuous improved to be qualified enough to reach international standards and pass over non-tariff barriers. We also have to find the way to reduce the product cost to make our price included tariff be still affordable with customers.
Cost & expenses to widen business is very high Changes in economics, politics, and war post many risks. It can affect

on currency rate, governments policies, in unfavorable way with us.

practice and put it in our strategies in the best way. Its undeniable that having many big companies made serious mistakes because of lacking local practice information in their strategies however experienced they are such as Coca-Cola, Pepsi,
Difference/gap in culture, language is also an obstacle we must

attend. If we dont, we can make customers misunderstand our slogan and information in our products tags, It can be worse if we make a mistake in culture. It can lead us to the inverse result. 4) EXPORT MARKETING PROCESS

 SWOT analysis of enterprise: To have a good position in international

market, we have to identify the internal power of company exactly and know how to remain competitive advantages in markets, especially, human resources. It has many researches which said that there is no company owns all genius in marketing, technology, manufacture, financial can make them be a perfect team. So, we need to analyze what we have carefully. For example: In 1992, Nokia decided to focus on cell phone with the strategy vary styles, designs, categories in fastest way. To do this, they coordinate manufacture process with customer service perfectly together with keep all their promises with customer. The result is Nokia occupy 40% market share in the world.
SWOT analysis of product: we need to do this to find out whether our

product need to be adjusted or not to suit markets the most. Sometimes, we need to adjust our quality product lower to make price affordable with markets income.
Recognize potential markets: One important thing is international

marketing is not for all markets in the world, but for some specific suitable markets in the world. Normally, we conquer some suitable segments and areas and then we widen our penetration to others. There is possibilities that some segments or areas have many similar conditions so that we can use the same strategies. For example, we divide EU to three segments: north, center and south.
Rank potential markets, especially in 3 aspects: market scale, growth rate

and export value. After ranking, we will know which market is profitable and suit our company the most then, we should penetrate into this market first.
Do a detailed research on selective markets: we shouldnt use one

strategy to different markets because markets conditions are different. So we need to analyze separate market and use suitable strategies for each of them. The more we understand markets, the more advantages we gain. For example, Ford never use one strategy for two markets. To make their

products perfectly match with the market, they always question: Whats the trend? How does car industry look like in the future? Which kind of car suit customer the most? and then they found correct answers and success comes to them. The manufacture process need to be adjusted to match perfectly with customers demand.
Make a marketing plan ( purpose, mission, process, budget, human

resources and 4P strategy). After doing all analysis about company and market and get the result. Its time to make a marketing plan Make a marketing proposal
Do a trial/test to watch how markets react with our strategies and

products. Then we can adjust something to more suitable with markets. If It has any problem, the cost is not too high because this the trial. 5) HIGHLIGHTS TO EXPORTERS
Desk research & field research carefully before penetrating are

essential, and then we need to research in reality market by coming to foreign market to analyze directly. This helps us gain the most necessary and correct information.
Market evaluation, marketing plan and strategy draft must be done. This

helps us reduce risks in lowest level. We know what we have to face to and we have solutions. We know where we are to keep moving forward easily.
International market is high fragmentation market. So we need to analyze

and classify correctly segments, because this is the base to make strategies for each segment. If we classify segments incorrectly, our strategies will work bad.
Pay attention to foreign contract and international payment. This is very

important because we can be threaten a lawsuit if we dont do it right. It can be worse if we loss large contract as well as our reputation.

 Focus on market strict requirement because these requirements are

extremely hard, so we need to put our head on this issue to make sure our products totally match these requirements. That helps us export more easily.
Select suitable promotion/advertising channel/method especially through

the internet. This can make our reputation more popular in market, then we can have more customers and make a bundle.