[국제경영론] Foreign Market Selection(영문)

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[국제경영론] Foreign Market Selection(영문)에 대한 자료입니다.
목차
International Market Selection
International Factors In Foreign Market Selection
Another Factors of Foreign Market Selection
Cases
본문내용

"Few of us know even simple facts about the geography, culture, and economics of countries other than our own. Even fewer people have at their fingertips details that tell whether their goods will sell in a particular market.“
(Cavusgil, 1985)





We can measure international market on a factors mentioned above. Then we attempt to contribute to the development of an extended frame works in a line with the followings: Developing market selection method




By arguing that the nature, depth, types of modes of interaction between supplier and client will influence foreign market choice
By examining change in the organizational form of the investing company and foreign country market selection





One option is to focus on different niches of the market where we are able to satisfy their needs and wants.


The basis of other marketing actions

It will require a big management effort to direct the strategy to each market niche and also the necessary investigation, implementation and control for realizing a correct segmentation.


The main objective of the segmentation : To improve the position of our company and serve better the needs of the clients. We will be able also to increase sales, improve our market share and improve our image.
To get a product or service to the right person or company, a marketer would firstly segment the market, then target a single segment or series of segments, and finally
position within the segment


Market specialization
The firm specializes in serving a particular market segment and offers that segment an array of different products.
Full market coverage
The firm attempts to serve the entire market. This coverage can be achieved by means of either a mass market strategy in which a single undifferentiated marketing mix is offered to the entire market, or by a differentiated strategy in which a separate marketing mix is offered to each segment.


Nestle has launched a new innovative product in the Russian cereal market called BISTROV® Prebio – a breakfast cereal containing probiotic component inulin.
The new product is the second in the Nestle’s cereals line in the Russian market, branded as Nestle Prebio1. The company has already identified the expected production volumes. According to a brand manager of «Nestle Russia» Olga Drobinina the new product is created on the basis of already existing line of cereals BISTROV®, which is a leader in the category of instant cereals in Russia, where Nestle’s market share in value terms amounts to 36%.
Drobinina also said that the novelty has already been presented in the market, while it will be sold mainly through the «traditional sales channels of Nestle in Russia, such as supermarkets, hypermarkets and retail chains».
The  product’s release will be supported by an advertising campaign in the press and on television, and also by some tasting promotional activities. Its recommended retail price will not exceed 90-105 Russian rubles ($US 3) per box.