Global Market Strategies and Analysis

📋 Course Outline

1. PESTEL macro-environment analysis
2. STP segmentation targeting positioning
3. Ansoff matrix growth strategies
4. International market entry modes
5. Trade barriers and dumping
6. Purchasing power parity and living standards
7. Brand equity and marketing communications
8. Standardization vs adaptation and pattern advertising
9. Incoterms and international trade responsibilities

📖 1. PESTEL macro-environment analysis

🔑 Key Concepts & Definitions

• PESTEL analysis: A tool used to assess the macro-environment of a country or market by breaking it into six external categories.
• Political factors: Political factors are government-related influences on business such as policies, stability, and trade rules.
• Economic factors: Economic factors describe a country’s economic conditions that affect demand, costs, and consumer purchasing power.
• Social factors: Social factors cover society and consumer behavior such as demographics, culture, and lifestyle patterns.
• Technological factors: Technological factors reflect innovation and adoption levels such as R&D, digitalization, automation, and internet access.

📝 Essential Points