- N.C.
- Sur mesure
- Autre
- N.C.
Cette formation est réservée à un public de salariés en entreprise ou fonctionnaires
Pour en savoir plus sur ce programme, consultez gratuitementet sans engagement le site du centre de formation
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Objectifs de la formation
Cette formation est réservée à un public de salariés en entreprise ou fonctionnaires
Design international marketing mix that can be directly implemented (standardised programs) or customised (tailor-made programs). Adapt International Marketing Strategy to local needs. Implement your operational Marketing Plans efficiently : leverage on local and international sales-force, craft relevant Key Performance Indicators and reporting tools.
- Public visé
- Programme
- Dates/Lieux
- Infos +
Marketing managers (e.g. area managers, brand managers, product managers) & Marketing directors.
1_Understand topical issues on International Marketing
Manage International Marketing Strategies : ''think global-act local''.
Design efficient International marketing organisations : European subsidiaries of international companies, European groups with strong international orientation.
Acknowledge cultural differences and specific needs of local customers, partners and personnel.
2_Design an efficient international Marketing Strategy
Assess business situation : major competitors, key factors driving market attractiveness.
Identify profitable markets abroad, target relevant customer clusters and position your marketing mix accordingly.
List options available and choose the best strategy for full international growth.
Examples of useful tools : Porter's 5 forces, Mc Kinsey DPM, Arthur D. Little frameworks
3_Design the right international Marketing-Mix
Standardised or tailored approach : frameworks, case studies, key success factors, limitations.
Product portfolio management : manage your product range internationally and improve your bottom-line : the ''reversibility principle''.
Optimise your products' life cycle according to local market's life cycle.
Brand management : creation, launch, growth, withdrawal - local, national or international brands.
4_Control implementation of Marketing Programs in an international context
Manage and federate multicultural teams.
Ensure critical local data reaches decision-makers and headquarters.
Implement local action plans and measure results of Marketing programs : define relevant KPIs (Key Performance Indicators) & MCRS (Management Control and Reporting Systems).
| Date(s): | Lieu(x): |
|---|---|
| Du 01/01/2010 au 31/12/2010 | Toute France |
Les + de cette formation
A practical, ''outcome-focused'' approach : Marketing topics are discussed both from a global & local, strategic & operational perspective
An expert consultant with a broad experience in international marketing issues.
Cegos Training Pack : toolkit, individual action plan.
A practical, ''outcome-focused'' approach : Marketing topics are discussed both from a global & local, strategic & operational perspective
An expert consultant with a broad experience in international marketing issues.
Cegos Training Pack : toolkit, individual action plan.