市场营销LocalMarketinginMatureMarkets.pptVIP

F. Discussion Questions 1. Use the Internet and company Web-sites to find out the competitors in the Australian/New Zealand market for beer. Which global brands are present -- and which are not? 2. Other than offering low prices, what can a Third World country do to get its products accepted by consumers in a mature economy? Can you find an example of a successful entry from such a country? 3. What are the reasons why entry into the Japanese market is so expensive? The 28 EU Members in 2013 The six original: Benelux Belgium, Netherlands, Luxembourg , France, Germany, Italy Nine added 1973-1995: Austria, Denmark, Finland, Greece, Ireland, Portugal, Spain, Sweden, United Kingdom Ten added 2004: Cyprus, Czech Republic, Estonia, Hungary, Malta, Latvia, Lithuania, Poland, Slovakia, Slovenia Two added 2007: Bulgaria Romania One added 2013: Croatia Market size: 450 million people. European Union Countries Large European corporations start coordinating previously independent national subsidiaries. Costly national differences in product designs, brand names, and promotions eliminated. Non-European companies with high global brand name recognition well placed to take advantage of the integration. Threat from these foreign entrants has been met by the creation of larger stronger firms Pan-European Marketing: Consolidation EU integration has been a boon for global advertising agencies with experience of multi-cultural campaigns. European agencies have initiated mergers and acquisitions. A pan-European strategic response is not necessarily the correct approach for all companies in all industries smaller firms can offer service to a special niche segment . Pan-European Marketing: MSPP European-wide target segments. Tevfik Dalgic P.182 : Six basic plus four potential European segments. Scale advantages in clusters Mediterranean countries, Northern Europe, etc. . Niche segments by ethnicity and traditional preferences. MARKET SEGMENTATION PRODUCT P