Johansson Global Marketing

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BUSINESS PLAN In Summary of Business plan, the entrepreneur prepare a document stating the nature of business, production level that the business expert to reach, human resources, the financial status etc. The characteristics of a business plan should be simple; concise and clear in the sense that business plan should be clear so as to be readable and understandable by anybody even in your absence; accurate and supported with figures and data is a major area in which any investor will focus much attention to know the spending, earning and profit of the film. In this case entrepreneur should be accurate with figures and data not demanding more when profit is very low but demand less than initial money proposed; Also the plan should be truthful and realistic, the business plan should be fully trust, any entrepreneur that build on half-trust, exaggeration can never attract attention of investors, it is good to transparent business to financiers. In writing business plan, the entrepreneur should give description of the investment and services. The financial business plan will be listed and what it will cover and when loan is expected to be paid. The executive summary of business plan gives the investor picture of business in which the points are highlighted. Analysis of industry is something cannot be overlooked as it details the performance of industry and gives overview of industry he is going to do business with and future of the industry. He should know the competitors and customers and know the competitor’s strength and weakness International Marketing nternational market can be defined as a product selling in more than one nation. The International Marketing Environment. Political Environment: These types of government include its political ideological base such as democracy, dictatorship monarchy, socialism or consumerism. The Legal Environment: The regulation of goods and services by the government is very important to an international marketer. If market is guided by law, it promote the price and distribution of goods and services Cultural Factor: The culture of a nation is very important in international marketing because this helps the marketer to know the brands that suit them. In the case of developing countries it is not the same, because foreign goods are highly regarded than locally made. Business customs and Practices: The mode of doing business in foreign countries is one important factor an international marketer should understand and also the mode of contact. There are countries that use Top-level management contact some uses middle management or group level Another important method is communication achieved through the language of business. So all these and ethic and traditional of other country is very important in international marketing. Balance of Payments: This means the overall balance of nation’s payments position interest in its international transaction. If a nation is buying from another country, the payment is made to the currency of the seller and if the nations currency is not enough, that means there is problem and imbalance of payment. Here the nation needs to redress its economy by imposing much tariff on importation. The measure of redressing aims of discouraging much importation in favour of locally made product. International Organisations: The international organization plays major role in the countries market stability, these organizations includes international monetary fund (IMF). The international Bank for Reconstruction and Development (IBRD). The International Finance Corporation (IFC). The international Development Association (IDA).The Organisation for Economics Co-operation and Development (UNCTAD). Organisation of Petroleum Exporting Countries, (OPEC) and the council of Copper Exporting Countries (CEPEC). International Agreements: This is an agreement and acceptance of reducing tariff on trade. This agreement aims at eliminating discrimination through tariff on foreign products which compete with domestic ones. All charges on importation and others; relating to international marketing should be reduced to a bearest minimum or abolished. The favourable of this reduction is automatically applied to all importing countries. EXPORT DOCUMENTS The export documents are very significant for shipment, the documents are necessary and should be accurately complete and filed to avoid problem to the exporter. These documents include: 1. Export declaration document 2. Certificate of origin 3. Bill of lading 4. Commercial invoice 5. Consular invoice 6. Insurance policy or certificate 7. Bill of exchange 8. Export license The export declaration document This provides the name and address of the principals involve in the contact, the destination of the goods and full declaration value of the goods, this is presented at the origin of the export for export control. A Certificate of Origin This is required in the importing country and state to know the origin of the goods, the customer duties and to determine the chargeable duties. A Bill of Lading This is required to establish legal ownership and to facilitate financial transaction. It serves as a receipt of goods shipped on a board vassel which is signed by the carrier on his agent, stating the good on delivery of receipt at the vassel. It also serves as contract at shipment between the carrier and the exporter. An Insurance Policy or Certificate This is required on the method of payment which covers the customers risk on flight or voyage, it is used by the insurer and comes in standard form. A Commercial Invoice It is one of the international document required in financial transaction, it state the description of goods and prices sold. It is needed for international financial payment and in some countries it is needed for clearing goods at the customs. A Consular Invoice This can also serve as certificate of origin in some circumstances. It is mandatory for goods shipped to countries with advalarem import duties, it must be certified by completely by a consular officer at where the goods is shipped and the charge based on the percentage. MODE OF ENTERING INTO INTERNATIONAL MARKETING Dealing with Cultural Issues: Before entering a new market company must carefully understand the cultural environment, and avoid common pitfalls. Understanding New Markets: While choosing new markets international companies must consider various macro and micro factors. Macro level issues include the political regulatory environment, financial/ economic environment, socio cultural issues and technological infrastructure. At a micro level, competitive considerations, availability of manpower, local infrastructure such as transportation and logistics, network and sophistication of mass media for advertising are important etc. Global Marketing GLOBAL MARKETING Definition Global Marketing refers to marketing activities coordinated and integrated across multiple markets. Jonny K Johansson defines Global Marketing as a bigger brother to international marketing i.e. more of an extension. Muhlbacher, Helmuth, and dahringer defines Global Marketing as Global/transnational Marketing focuses upon leveraging a company’s assets, experience and products globally and upon adapting to what is truly unique and different in each country. Global Marketing Advantages 1. When a business goes global, it is important that you should benefit from the countless opportunities that the internet provides. 2. Aside from endless sales potential the business will eventually enjoy having an established world wide presence, this is very rewarding because a particular brand for example can be advertised on internet resources and customer can readily relate to it wherever they may be in the world. 3. Increased sales, higher profits, new knowledge and experience GLOBAL MARKETING DISADVANTAGES 1. The competitive differences over various brands and product development. 2. The differences in consumer patterns such as needs and wants as influenced by their own regional. 3. Differences in legal concerns that may create conflict to that of the home market. 4. Language barrier, additional costs, changed mindset.
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Tunde Chilaka is an accountancy student and a sales representative

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Global Marketing: Foreign Entry, Local Marketing, and Global Management $113.34 Johansson’s Global Marketing, 5/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. In foreign entry, in global management, and to a large extent even as a local marketer in a foreign …

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