This paper examines the recent changes with respect to Spainâs image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and business-oriented. The Spanish investment in Latin America is one of the most notable phenomenons related to globalisation. Furthermore, Spanish companies have contributed to significant changes in the Latin American business culture. Secondly, in terms of market research, it entails applying the brand image concept in an unusual context; and has added infrequent players, such as governments and high management, to the brand problematic.
This paper examines the recent changes with respect to Spainâs image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and business-oriented. The Spanish investment in Latin America is one of the most notable phenomenons related to globalisation. Furthermore, Spanish companies have contributed to significant changes in the Latin American business culture. Secondly, in terms of market research, it entails applying the brand image concept in an unusual context; and has added infrequent players, such as governments and high management, to the brand problematic.
This paper reviews some methods for assessing foreign product opportunities and presents a sample case (introducing a North American beer in Europe) of international market choice. The paper shows that by following a methodological approach the firm would select different markets (in this case, Belgium, Austria, Germany and the U.K.) than if an experiential decision had been made.
Overseas market research gradually came into being as a result of the need felt by export companies to obtain the kind of accurate information about their existing markets that was vital if they were to formulate any serious marketing policy. The problem which arises is that of the specificity of the methodology to be applied in the case of overseas market research. Experience gained from various types of studies carried out in different markets and countries has shown that where shortcomings or mistakes occur in the implementation of the work and in the exploitation of the results they are probably caused not so much by the limitations of the methodology used as by a lack of imagination, a kind of explorative sterility that prevents such methods from being successfully applied to previously under-explored fields or subjects.
Overseas market research gradually came into being as a result of the need felt by export companies to obtain the kind of accurate information about their existing markets that was vital if they were to formulate any serious marketing policy. The problem which arises is that of the specificity of the methodology to be applied in the case of overseas market research. Experience gained from various types of studies carried out in different markets and countries has shown that where shortcomings or mistakes occur in the implementation of the work and in the exploitation of the results they are probably caused not so much by the limitations of the methodology used as by a lack of imagination, a kind of explorative sterility that prevents such methods from being successfully applied to previously under-explored fields or subjects.
In this paper the role of segmentation in the international marketing planning process, and some factors affecting the choice of foreign markets and international marketing programs, will be discussed from a strategic point of view. The purpose of the paper is to show that segmentation analysis is used on different decision levels in international marketing planning, and that we can distinguish between market growth strategies, market strategies, and marketing strategies when applying the concept of segmentation. It is to be hoped that this presentation will for its own part contribute to a better understanding of the role of international market segmentation in a systematic planning process.
Today many companies prefer to enter into partnerships, cooperation arrangements or joint ventures even in industrially advanced countries, and these are often the only ways for a permanent market presence in the East European socialist and in some of the developing countries. Cooperation may also contribute to the solution of some domestic production or procurement problems. Several surveys show that the most important motives inducing a company to seek cooperation are in the marketing field. Cooperation has become a marketing strategy, although a company may derive a number of other - not strictly marketing - benefits from cooperation. Once the strategic decision has been taken the tasks of formulating the cooperation objective, selecting the most suitable country and finding the partner must be solved. A number of institutions already exist for this purpose, but do not make up for the services that market research organisations can provide. Industrial cooperation is a fast growing new form of international economic relations. It is worth the attention of marketing experts, as the best methods for promoting cooperation are still being worked out.
Two sets of basic questions are typically faced by all manufacturing companies which want to sell their products abroad: 1a. to sell the same products that are sold on the domestic market also on the foreign markets without any particular adaptation, or 1b. to have different product policies for each country or area; 2a. to apply the same marketing communication and price strategies at home and abroad, or 2b. to adapt such strategies to the local (i.e. different) conditions.
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.