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SANJAY'S MARKETING SUCCESS GUIDE

Driving Exponential Marketing Success & Company Growth

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  • Writer's pictureSanjay Patel

NextGen International Marketing

Updated: Jul 15, 2022



  • Why international expansion ? How to excite shareholders ? Which geographic region & industries has largest TAM ? When & where to promote ? What approach ? All these are unraveled through INTERNATIONAL MARKETING..

  • GOAL of Product companies is to make their products used by each & every user from all the countries of the world possible.

  • Some key statistics are : US only has 4.5% of world’s population, US is the largest economy with 20 Trillion + , GDP growth in US is slower than many other countries of the world.

  • The above encouraging figures entice US companies to make their products accessible throughout the globe.

  • EXPANSION GOAL of Product Companies in America : Is to attract & convert more than 95% of the population residing outside America and leverage higher GDP growth rates of those countries so as to capitalize on US product in international markets

  • EXPANSION GOAL For Companies outside America: Is to get a pie of the largest economy “AMERICA” worth more than 20 Trillion so as to target the international products in US market.

  • VISIONARY INTERNATIONAL MARKETING Strategies makes the ABOVE DREAM INTO REALITY and thereby ORGANICALLY INCREASING REVENUE loved by Shareholders as well as Customers


  • Marketing is responsible for :

  • Analyzing & recommending where to grow

  • What product/offerings to provide .


  • Researching

  • INDUSTRY TRENDS,

  • GROWTH RATES,

  • COMPETITION,

  • PROMOTION,

  • MARKET SEGMENT,

  • PRODUCT OFFERINGS


  • WHY SO CHALLENGING?

  • Complex GOVT REGULATIONS,

  • TARIFFS,

  • QUOTAS,

  • LOCAL LAWS,

  • DISTRIBUTORS,

  • CULTURE,

  • CONSUMER HABITS,

  • MARKET READINESS,

  • COMPETITIVE PRICING,

  • EXCHANGE RATES etc


  • FACTORS TO CONSIDER:


  • POLITICAL - Govt structure in different countries:

  • Some COUNTRIES may see business as a threat to the local business and

  • Some see as a source of tax revenue

  • Some nations are more business friendly than others whereas some create challenges,

  • Trade restrictions in our industry,

  • Low import barrier,

  • High transparency

  • Useful sites: doingbusiness.org, transparency.org, Wikipedia, cia.gov


  • ECONOMIC: Understand Economic structure.

  • Currency Name,

  • Exchange Rate,

  • Historical Exchange Rate,

  • Forecasted Change in Exchange Rate,

  • Economy Growth Rate,

  • Industry GrowRate,

  • Tariffs,

  • Duties,

  • Quota ,

  • Markets,

  • Review reports & analysis done from oecd.org, cia.gov, buyusa.gov


  • SOCIAL : Various aspects of culture:

  • Value,

  • Customs,

  • Symbols,

  • Language,

  • Tone

  • Sense of humor,


  • If they value Ads done by celebrities or normal people

  • Country where Company's norms & values are NOT radically different


  • TECHNOLOGICAL : The technology infrastructure for product creation, distribution, promotion & support:

  • Equipments fit under the bridges,

  • Rail systems,

  • Store Shelves,

  • Customer’s physical environment to support the distribution, trials & offerings,

  • Understand end to end from shipping to product usage

  • Transport

  • Storage

  • Trial

  • Disposal

  • Complements


  • COMPETITIVE: The Product Competition that might be present

  • Unfair advantage of your product and we can be in the best possible position to win,

  • Best features,

  • Best price ,

  • Perfect distribution

  • Product

  • Price

  • Place

  • Promotion

  • Strengths

  • Weakness


  • LEGAL : The Types of Legal considerations to think:

  • Types of Law

  • Common

  • Code

  • Islamic

  • Socialist


  • Patents & IP protection

  • In some countries , No interest charging on Loans etc

  • STRATEGIC APPROACHES FOR EXPANSION INTERNATIONALLY:


  • EXPORTING

  • Lowest burden

  • Least cash

  • Faster to market

  • Distribution Agreement

  • Pays for product

  • Owns thereafter

  • Success depends on need for export partner


  • LICENSING

  • Pays Upfront Fee

  • Buys Product

  • Buys additional product materials

  • Style Guide / Brand Guide Documentation

  • License Agreement

  • Choosing a Franchisee or Licensee


  • JOINT VENTURE

  • Shared ownership

  • Brand owner has major stake

  • Some countries , Local ownership is needed

  • More effort, time & risk


  • DIRECT INVESTMENT

  • All activities for building, distributing, promoting & supporting is owned by the company

  • High risk


  • Useful Resources to utilize for making International Market Expansion

  • Trade.gov

  • Worldbank.org

  • Cia.gov

  • Buyusa.gov ,

  • Embassies,

  • Export/import consultants

  • Local communities

  • Universities

  • Influencers


  • INNOVATIVE INTERNATIONAL MARKETING VISION & STRATEGIES:

  • Product Modifications or New Product Development catering for local consumption,

  • Optimal pricing keeping tariffs/tax/exchange rate/limits/distribution centers,

  • Distribution Issues around shipping/receiving/distance/import/export verification/supply chain,

  • Promotional methods to consider around search, social, tv ads, bill boards, direct mail , translation, back translation goes a long way to capture international markets & customers.


  • INTERNATIONAL MARKETING WHEN DONE RIGHT : SKY IS THE LIMIT OF SUCCESS !!!

  • More in next post !!!


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