It is very difficult for the headquarters of multinational corporations, for offshore firms without local branches, or for market research institutes without local associates, to evaluate the market research undertaken in the Latin American region, i.e., to know what is done and how it is done. This paper seeks to respond to some of the questions which are often posed by such foreign organisations interested in exploring Latin American markets. The first part is devoted to a reflection on how certain local conditions have an influence upon the way market research is conducted. The second part brings forth examples of complex studies, presenting three cases in which multivariate techniques were used. The paper ends with a reflection on the need for a greater local development of techniques adapted to the local milieu.
The paper describes the development, the structure and the possible contributions of a Data Bank identifying and and characterising in a lot of details numerous Local/Micromarkets. More than 200 autonomous polarisation markets have been defined qualified in terms of Population (size and structure), Professionals, Businesses (size and sector of activity), Housing, attractiveness (popular moves), Income. The resulting data bank is constantly enriched by generating/calculating new variables and/or by acquiring and merging supplementary files (sales of new cars, list of car dealers, banks branches). And it can be used for measuring local market potentials, comparing them to local performance/local clientele, confronting the geographical distributions of demand and offer. Two case stories both related to the markets for financial services are commented, showing which objectives were actually archived.
In recent years there has been much discussion about the globalisation of markets which has resulted from a number of developments in consumption patterns, in supply, in technical progress and the process of competition which greatly influences the international dimensions and relationships of business. This means that globalisation of innovation is an important issue for successful operation. One might wonder to what extent the international "marketeer" is really able to implement an innovative approach to products, services, manufacturing and marketing. An overall determining influence in the analysis of global innovation is that of the mission one uses, the objectives, the time span and the aggregation level. In our branch of the industry transnational thinking is necessary. Is the ultimate aim global brands, uniform products, uniform packaging, uniform sales and service? This has yet to be seen. Standardisation of working methods is undeniable increasing rapidly. It. cannot, be denied that the distribution channels differ considerably from country to country. A tendency to concentration is however applicable in the most important regional markets; similarities can be recognised from types of entrepreneurial behaviour at the level of trade throughout, countries. Trade is organising itself on a more international level. Nevertheless, this instrument is probably the most locally or regionally oriented in the chain of "global marketing". Some characteristics of the international innovation culture of our organisation are dealt with in the following and also some elements are given of the adaptation to local market and trade requirements by our world-wide network of national organisations. Finally, some aspects of the innovation of working methods in marketing are dealt, with.
The world's major brewers, facing static or declining home markets, are seeking markets for their brands outside their home territories. In most cases these overseas markets can only be exploited at the expense of existing local brands, since few significant markets are growing. The most conspicuous success has been achieved by the Australian brewing companies in their assault on the UK market. Their strategy, involving a mixture of brand licensing arrangements, acquisition of local breweries, and committed advertising support, may well be extended to other European and world markets. Growing consumer interest in imported beers, in the USA and other major markets has created favourable conditions for this to occur. The major US and European brewers, while controlling brands with considerable export potential, have so far failed to match the aggressive stance of the Australians. Each national market poses unique problems of marketing and distribution and beer drinking traditions vary greatly from country to country. Marketing and advertising strategies for international brands therefore need to take account of these local variations. Market research has a major role to play assisting brewers strike the correct balance between global branding and adaptation to local market conditions.
This paper discusses aspects of the "country-of-origin", or "made in", concept. This refers to the notation included on the labels of products that are sold in countries different than their country of manufacture. Although this is a legal requirement in most cases, many manufacturers elect to stress the country of origin of their products, using it as a main selling point in marketing strategy. The made-in concept may also enter strategic decision making when the location of production is moved to a foreign country, causing a change in the "made in" notation on the label; and when a government uses it to encourage consumers to buy locally-produced goods through "buy domestic" campaigns.
This paper shows a brief analysis of the present-day situation in Austria with regard to skiing - a sporting activity which is of great importance in that country. The paper focuses on the local market situation, in this case the population of Austria as consumers of skiing products in the broadest sense. The classification of the consumer segmentation is based on the most recent survey, carried out at the end of 1981/ beginning of 1982. This paper attempts to show how market segmentation can provide some answers and assist in decisions to be made at a time when skiing potential in Austria appears to have become stagnant, ie. when no 'natural' expansion of the market is to be expected. A very precise and well directed communication strategy needs to be applied which cannot be conceived without carrying out specific research to obtain detailed information. The paper also includes a brief discussion of shifts from one kind of sport to another, in particular between Alpine and cross-country skiing.
Traditionally, classificatory economic research has adopted two main approaches: - Heuristic, which is based on the assumptions, the knowledge and the intuition of experts, and; -Mathematical, which is based on formalised models, usually of a statistical nature. In order to achieve more accurate results, it would seem appropriate to combine these two approaches, when developing quantitative indicators and parameters for different markets. The relative importance of the market parameters would be based on "weighting" factors which would be established with the help of experts' estimates. The net result would be to achieve a series of common quantitative measures for the purposes of data comparison. In other words, the authors believe that there is considerable advantage to be derived from blending the benefits of human judgements with the positive aspects of formal mathematical models. It is suggested that much of this advantage has been realised in the method developed - which is discussed below. This method has been used to classify data for a number of regional markets.
The multi-country marketing research function deals by its very nature largely with quantitative information. Making qualitative analyses across borders from a point thousands of miles away is a difficult task and one that is fraught with potential danger, speaking psychologically as well as in practical terms. Therefore, Headquarters studies are largely, but not exclusively, overviews of the world market as opposed to in-depth analyses.
During the course of the paper given by Mr. Knapper from Makrotest it was mentioned that interviews with farmers can only be carried out by industrial interviewers. In the contrary we found that discussing political problems with farmers can not be done by employing interviewers specialised in technical problems but by interviewers who are well acquainted with the local situation such as teachers, people from the civil service etc. and that it would be absolutely unwise to employ industrial interviewers who may be well acquainted with problems in connection with machinery etc. but do not know the local situation.
Czechoslovakia traditionally depends upon international business and nearly half of its gross national product is developed in export and import business. Scarce sources of raw materials and internal position without direct access to sea or ocean make this situation not only historical but also lasting for future. Distinctive feature of a successful exporter is that his activities are fully market-orientated because buyer's market is prevailing now in most of the world markets in more and more branches of business activities. On the other hand we still feel at home more or less strong influence of seller's market. Contrary to common expectations this influence is felt more strongly in capital industry goods than in consumer products. So, consequently, export business plays the role of catalyst in the minds of those whom more easy conditions in the home market might induce thinking more in the terms of product than in the terms of present and future market needs. But even here comes an influential assistant to help these minds and this is the import business.
This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries and have failed. Firms have offered merchandise they knew was needed in the Communist countries, but were unable to sell it despite its being of excellent quality, fairly priced, and adapted to the needs of these countries. The author explains why these firms were not able to sell their products and offers suggestions for successful! selling to the East.
This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries and have failed. Firms have offered merchandise they knew was needed in the Communist countries, but were unable to sell it despite its being of excellent quality, fairly priced, and adapted to the needs of these countries. The author explains why these firms were not able to sell their products and offers suggestions for successful! selling to the East.