INTERNATIONAL MARKETING DR AMGAD FAHMY

SITUATIONAL ANALYSIS
PESTEL analysis

Political situation GDP/GNP Social Culture Technological International

•Constitution •Growth annually Investment Law
Demographic Power distance Manufacturing Green Industry
•Parliment •Per Capita
•Presedential authority •Compare with similar country •Ethinicity •Money
Inflation rate •Age •Authority Technological Investment law
Pressure Groups Environmental of the country
•Gender Adoption
•"Average Increase in Basic Individualism Adoption
•NGOs Product Prices" •Races
•UN •as it INC-> bad sign •Marital stsatus
•‫اإلنعزالية‬ Customer
•as it DEC.-> Recovery protection
Customes Social class Uncertainty avoidance
Exchange Rate
•GATT •A,B ,C1,C2,D,E •spend or save
•WTO
•Affects GDP Patency
Unemployement rate Lifestyle Long term Orientation
Free Trade Zone •) ‫االرتباط بالماضي (التاريخ‬
•as it INC-> weak economy •How Money is spent
•Eu Union •Healthy lifestyle....
•NAFTA Interest Rate Masculinity
•EFTA •as it INC-> bad sign
•Eager to succeed
Trading Agreement VAT
Indulgence
•COMESA Leissure Time •‫التسيب في التنشئة‬

Quantitative Analysis
Porter’s Five Forces Acquisition/Dec. Price / Switching
Cost
Sales Time Scale Sales parameters
Threat of Monthly ‫اقل مدة أقدر أقيس فيها‬ Market Share (MS.
new
Entry Units / Values
Quarterly ‫ربع سنوي‬ RMS(Relative Market
Factors affecting Share)
Solo Supplier(Monopoly)
•high customer Knowledge
Bargaining
Bargaining Semester ‫نصف سنوي‬
•custmer with high purchasing power of •Long term agreement with PPG(Previous Period
power power of Competitive Supplier/ financial benafit to supplier Growth)
customer Solo /Dominant
How to deal Rivalry Distributer Calendar Year
Distributer
•Loyalty program
•omnichannels
•Long term agreement LPG(Last Period Growth)
•Be self distributer
Fiscal Year
Growth Rate
Total year CAGR (Compound
Threat of Customized Year Growth rate = average growth rate)
substitute [(current - Previous)/
MAT(Moving previous] Market share growth
Annual Total) *100 /gain
Product Development
Prepared by: Jacqueline Feniar
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 INTERNATIONAL MARKETING DR AMGAD FAHMY

Marketing Objectives Operational Objectives

Situational
Analysis
SELL AWARENESS S Porter’s Five Qualitative
SWOT PESTEL
Forces Analysis
Communication Objectives
DRIP
Differentiate
AIDA
Attention
Objectives O Qua
DRIP AIDA
Remind
Differentiate Interest
Attention

S
Inform
Remind Desire
Interest
Inform
Persuade Desire
Action
Strategies

Red & Blue Ocean Strategy

Blue RED
Porter Generic Strategies T Tactics
Branding Branding
Low Competition High Competition
A Name Typology
•unique font
•short & simple Slogan
•Represent feature / benefit LogoQua •Representative
color
C •Liable for int business •Short
•Expressive scentence
•easy readible & pronounced
reflecting
FOCUSING •no time/ serial •Symbolic positioning
(NICHE) •no negative image •Recognizable
•liable for packaging & promotion

Price
Factors Affecting Methods Incoterms
Cost Based Value Based
COST
COST PLUS CAPTIVE PRICE

•Total Cost +Profit

CUSTOMER margin within market
acceptable range

SKIMMING BUNDLE PRICING

COMPETITORS
•TC+ Pf(500-1000% TC)
COMPANY
PENETRATION
OBJECTIVE
•TC+ low Pf (10-20% TC) Odd/Even

TRIAL PRICING

•Below Cost

Prepared by: Jacqueline Feniar

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