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Transcript of Facebook Presentation
Welcome to Week 6!
Market Entry Strategies & Product Decisions for International Markets
Summary of our Case Study
Product Life Cycle
The Product Life Cycle
Market & Country Selection
Market Entry Strategies
Summary & Recommendations
Market & Country Selection
- Opportunities, and
- Innovation & Technology
- Customer Behaviour
- Dynamic technological markets
- Global Companies
- Collaborative relationships and
gaining local knowledge
- Market Segmentation
- Strategic International Alliances
- Localized information of specific markets
- Users require info best for themselves
- A Facebook Presence, in the local
language and adapted to local cultural requirements
- Ease for Administrators
- New fragmented middle class in emerging
- A market driving approach
- A unique value proposition
- Alter the behaviours of different market actors
- Reconfiguring roles and relationships
- Education of customers
- Offering better incentives and value
Facebook requires market data so we are conducting research surveys of Countries where Face book use is less than 10%: Russia, China, Japan, Indonesia, South Africa, Africa, Korea, Cuba, Cambodia, Belarus, India and the Ukraine.
Please answer the following questions from the perspective of your country so that we can create a successful marketing strategy for Facebook with respect to its Global Pages product, which will be report to you by Eamon :)
Celebrity (Country) Heads
Who are the Competitors?
Facebook still struggles to
penetrate China, Russia,
North Korea and Cuba!
Global pages is the
Marketing tool…… right?
So what is the Problem?
- It goes further than language!
- Lack of presence in
- Allocation of marketing budget to increase awareness and penetrate markets
- Strategic alliances with governments and local firms to gain knowledge of what the consumers want
Cultures are multidimensional
Elements of Culture:
- Non-verbal communication
- Values and attitudes
- Manners and customs
- Material elements
- Social institutions
- Values, and
- Trust issues
- South Africa
Collectivists, Intuitive & Contemplative
- North America
- Western Europe
2 Determining Factors:
- Country attractiveness
- The competitive strength of the company
As well as the Cultural, Legal and Political Environments!