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COMMUNIQUER AVEC AIDE MARKETING
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H0W TO DO AN INTERNATIONAL MARKET RESEARCH
Aide marketing decided to write this article in English because when a company export a product or a service,
the negotiation, most of the time, will be in English. However, it is very important to know
the language of the exporting country. It will start a good relationship with the purchaser.
Before elaborating an international market research, the manager must decide what products to
export, in wich country and the number of employees he wants to allow (or hire) for this project.
Also, he has to commit all the state finances and be surronded by a good team. Finally,
the human resources
must be prepared to manage all activities concerning the exportation.
THE PLANNING PROCESS
Phase 1: Selecting the country?
Aide marketing suppose than the team knows very well the product or service and the consumers
or potential consumers in his local market. If this is not so, it cannot export!!
- step 1: the team evaluate the potential of a country market
- step 2: the team identify problems that would eliminate or choose the country
Phase 2: Adapting the product or service, promotion, price and distribution
(mix marketing) in the exporting country?
Aide marketing suppose the team knows which elements are controllables (mix marketing)
or not (Economic forces, political/legal forces, cultural forces, level of technology, etc.)
- step 1: the team seeks cultural environment that the company has to adapt to meet the local consumers needs (product, packaging,
brand, etc.)
- step 2: the team looks for the cost allowed for the adaptation
- step 3: The team decide if the company has the finances to make those adaptations
When the company do not have the budget to make this work, he must forget exporting.
Phase 3: Developing the international business plan
- step 1: the team will elaborate the international plan
- step 2: the team will realize if the exportation is possible or not advantageous for the company
The exportation can be advantageous for the company, but the team has to be sure that it has mean to supply the products and
provides the quality of after-sale service.
Phase 4: Implementating and controling the business marketing plan
In this step, the team has to control the marketing plan and find a system to evaluate
objective action during the implementation.
Utilizing a strategic planing process encourages the decision maker to consider all variables that
affect the succes of a company's plan.
MARKET RESEARCH
Cultural analysis
This step is an important source of information for understanding business customs and other
important cultural features of the country (Geographical setting, social institutions, clothing,
language, living conditions, etc.)
Economic analysis
In this step, the team will find general economic data that serve a basis for an evaluation of
economic soundness of the country (Economic statistics and activity) and information on channels of distribution and media avaibility.
Information in step 1 (cultural analysis) and step 2 (economic analysis)
give to the team an evaluation of the product in a specific country market.
Market audit and competitive market analysis
This step is very important because the team will find information to estimate the market potential
and an evaluation of the strengths and weaknesses of competitive marketing efforts. Also, the team will
determine the capacity of adaptation of the company's marketing mix for successful market entry.
Elements of this step: the company product (advantage, competitivity, etc) and the market (consumer buying habits,
advertising and promotion, competitor product, market size, etc.)
Do no forget, If you need information send a message to AIDE MARKETING.
Also, it is important that you give us information on you, so go to this link (If you have already fill the form, just put the name of your company in
"Y a-t-il d'autres éléments que vous voulez ajouter?") Please, click on this link:
Informations of my company
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