Analyse de marché à l'international (MARC901_MCIAY)

To review the fundamentals of marketing strategy.

To discover the different models of market penetration abroad.

To understand the stages of a market implementation

A good knowledge of analysis strategic tools and fundamental concepts of marketing.

1-    Some reminders of essential concepts : business model, positioning, value proposition, marketing mix…

2-    The different models combining global integration & local responsiveness : global, transnational, international, multidomestic strategies.

3-    The key steps to implement an international strategy

To be able to understand the major issues of market penetration and implementation abroad.

International Marketing Strategy: Analysis, Development and Implementation (R. Lowe, I. Doole, A. Kenyon)