Post on 21-Nov-2014
description
International Marketing Management
International Marketing is about…
Agenda
Lucrative Products
Illustration of the 6 Lucrative Products and the Benchmarks
6 Lucrative Products in Indonesia
Lucrative?
The company/The product?
International marketing strategies?
Conclusion
Benchmark?
What are “Lucrative Products”?
LucrativeProducts
Competitive Advantage of Indonesia
Core Competence
Marketing Mix
GovernmentSupport
Competitive Advantage of Indonesia
Firm Strategy, Structure, and Rivalry
Demand Conditions
Related and Supporting Industries
Factor Conditions
Inefficient government bureaucracy 20.2Inadequate supply of infrastructure 14.8Policy instability 9.0Corruption 8.7Access to financing 7.3Restrictive labor law 7.1Tax regulations 6.8Inflation 6.1Foreign currency law 5.2Inadequately educated workforce 4.7Poor work ethic in labor force 3.7Government instability/ coups 3.6Tax rates 1.9Poor public health 0.5Crime and theft 0.4
5 10 15 20 25
Percent of responses
The Most Problematic Factorsfor Doing Business in Indonesia
Source: World Economic Forum
Competitive Advantage of Indonesia
Firm Strategy, Structure, and Rivalry
Demand Conditions
Related and Supporting Industries
Factor Conditions
Forestry: CPO
Source: http://www.biofuels.apec.org/me_indonesia.html
PTPN 4 & Ganesha Energi
Wilmar Group Pertamina
Sinarmas
Bakrie, Indofood, Asianagro, Sumiasih
Eterindo
Sweeden Bioenergy
Dharmex
BPPT, Lemigas, RAP, EAI
Competitive Advantage of Indonesia
Firm Strategy, Structure, and Rivalry
Demand Conditions
Related and Supporting Industries
Factor Conditions
What is the Illustration of the 6 Lucrative
Products?
Threat
Core Competence
Impact
Brand
Investment
Marketing Mix
6 Most Lucrative Products in Indonesia
What is the Illustration of the Benchmarks?
Superior Value Creation
Brand Leadership
Market ResearchExpansion
Int Marketing Mix
Global Threat
6 Benchmark Companies
Buccheri and Bally
What is Buccheri?
Focuses on Mid Level Target
Market
Maximizes Volume Selling
Prioritizes on Discount Pricing
Strategies
Why Buccheri is Lucrative?
1. Resources Availability (2010)
Source: http://bataviase.co.id/bahan-baku-dalam-usaha-pengolahan-kulit.bagian-6/
Cow Skin (48,987)
5000 10000 15000 20000 25000 30000 35000 40000 45000 50000
Bufallo Skin (5869.9)
Goat Skin (9540.1)
Wool (9539.7)
2. Future Development Opportunity
3. The Amount of Transaction
4. Market Share for Formal Women Shoes
17%
17%
15%
6%
5%
4%
4%
2%
2%2%2%
BataBuccheriYongki KomaladiFladeoNevadaSophie MartinElizabethSt YvesEdward ForrerDonatelloMarie Claire
Source: http://topbrands-award.com/marketshare.index2010
Market Share for Formal Men Shoes
22%
11%
9%
6%
6%
5%
BuccheriBataPakaloloCarvilKickersYongki Komaladi
Source: http://topbrands-award.com/marketshare.index2010
What is Buccheri’s Benchmark?
What Buccheri Can Learnfrom Bally?
1. Consistency in Delivering Brand
2. Continuous Innovation
3. Travel Retail Industry: International Global Brand Ambassador
4. Customer Experience Management
Marketing Strategies of Buccheri
International Marketing Strategies
of BallyFocus on Mid level target
marketConsistency in Delivering
Brand
Maximize volume selling Continuous Innovation
Prioritize discount pricing Travel Retail Industry
Customer Experience Management
Astec and Yonex
What is Astec?
Alan Budi Kusuma
Susi Susanti
TEChnology
Astec, Athlete, AttitudeIs what it takes to compare
Victory is the motivationthat ignites the athlete
A+V = Harmonious synergy
that propels perpetual champion’s energy
The Brand
Sells Cheaper Price
Uses the Name of the Founder
Has Partnership
with Badminton
Clubs
Why Astec is Lucrative?
1. Indonesia’s Achievement in Thomas Cup
Indonesia’s Achievement in Uber Cup
2. 4U in the Products
YonexNanoSpeed 9900AeroStorm Pro
What is Astec’s Benchmark?
What Astec can Learnfrom Yonex?
1. Product = Winning
In 1982, Yonex’s Superlight R-7 was the first racquet to win French Open and Wimbledon
simultaneously
A Year Later..
Martina Navratilova won Grand Slam in both single and double using R-22
2. Endorser = Champion
Who’s the Endorser Now?
3. Sponsorship
Yonex is Everywhere…
Marketing Strategies of Astec
International Marketing Strategies
of YonexSells cheaper price Product = Winning
Uses the name of the founder Endorser = Champion
Has partnership with badminton clubs
Sponsorship
Eiger and Mountain Hard Wear
What is Eiger?
Meaning of The Brand
Eiger = Mountain in Swiss
Sells Products and Services
Provides Training and
Education
Updates Adventurous
News
Why Eiger is Lucrative?
1. Trends of Outbound and Outdoor Activity
2. High Market Share in Indonesia
Source: hhtp://adventure-brand/percentage-share//index.php
What is Eiger’s benchmark?
What Eiger can Learnfrom Mountain Hard
Wear?
1. Environmentally Care
2. Unique Company Culture
3. Innovation
Marketing Strategies of Eiger
International Marketing Strategies
of Mountain Hard Wear
Sells products and services Environmentally care
Provides education and training
Unique company culture
Updates adventurous news Innovation
Enzim and Colgate
What is Enzim?
Why Enzim is Lucrative?
1. Availability of Worker
2. Product Differentiation
Did You Know?
Fact about Teeth:
You can keep your teeth white and clean because of your own saliva.
In Reality
There are groups of people out there who oppose the usage of fluoride
What is Enzim’s Benchmark?
What Enzim can Learnfrom Colgate?
1. Global Presence
2. Unity in Diversity
3. Community Approach
Achilles and Michelin
What is Achilles?
Why Achilles is Lucrative?
1. Abundant Resources
2. Low Worker Pay
World’s Rubber Production
Source: http://www.anrpc.org/html/monthly_statistics.aspx
* The number of production is in ‘000 tons
Supply of Rubber during the First Half of 2010
ThailandIndonesiaMalaysiaIndiaChinaVietnamSri LankaPhilippinesCambodia
1,737(33.68%
)
1,379(26.74%
)
624(12.10%
)
498(9.66%)
372(7.21%)
371(7.19%)
100 200 300 400 500 600 700 800 900 1000
World’s Labor Force Value
Indonesia (113.3)
USA (154.5)
European Union (224.8)
India (467)
China (812.7)
* The number is in million
Source: http://www.photius.com/rankings/economy/labor_force_2010_0.html
What is so Unique about Achilles?
What is Achilles’s Benchmark?
What Achilles can Learnfrom Michellin?
1. Innovation Legacy
2. Viral Marketing and Sponsorship
3. Culture Integration
Vinoti and Ligne Roset
What is Vinoti?
Why Vinoti is Lucrative?
1. Abundant Resources
2. Great Craftsmanship
3. Unique
List of Vinoti’s Clients
BMW Head Office Mulia Group
Carrefour Nestle
Citibank Philips Morris
Coca Cola Shell Oil
Daimler Chrysler Spanish Embassy
Ernst & Young UNICEF
Exxon Mobil World Bank
What is Vinoti’s Benchmark?
What Vinoti can Learnfrom Ligne Roset?
1. Collaboration with Designer
2. Customization
3. Environment-Concerned
Competence-based Strategic Matrix
Speeding-up
Catching-up Following-up
Anchoring
Core
Com
pete
nce
Low
H
igh
How Close You are from Your Competitor
Not Close Very Close
Competence-based Strategic Matrix
How Close You are from Your Competitor
Core
Com
pete
nce
International Marketing Management Paradigm
Input OutputTransformation
Marketing Research
• Brand Leadership
Int. Marketing Strategy
• International Marketing Mix
Investments
USA
EU ASIA
Portfolio(Share Price)
Programs
(ROI)Projects
(IRR)Products
Service Products
Service
International Marketing Balanced Scorecard