International Marketing

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International Marketing

• Going Global
• Massachusetts Software and Internet Council

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Speaker Profile
Profile

• Stewart Hampton
• 13 years in International Telecommunications
• Marketing / Prod. Mngmt.
• Business Development (APAC)
• Current Freelance Focus
• ID Market penetration opportunities/strategies.
• Develop Business Cases
• Marketing Team Management

Contact 1 978 335 1712 StewartHampton_at_Hotmail.c
om
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Purposes Today
Purpose

• Understand the Motivations to go Global.
• Sensitize Ourselves to Global Marketing Issues.
• Lessons from the Field (4 Ps of Marketing still
  work?)

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Big Numbers
Motivations

• 20 of the world's population is Chinese and 75
  of those are Mandarin speakers.
• 85 of Web Pages are in English but only 45 of
  the Web's users are native speakers. (IDC)
• By 2003, only one third of the projected 603m
  internet users will be English-speaking.
  (GlobalSight)

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Global or Globaloney?
Motivations

• Level seasonal/US market fluctuations.
• Expand customer base and increase sustainable
  business growth.
• Extending product/ service lifecycles (possible)

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May be good for your health
Motivations

• Worker productivity up to 20 higher at exporting
  firms vs. non exporting.
• 9 less likely to shutdown than comparable
  non-exporting businesses.
• Related to smoothing factors mentioned?

Source SBDC
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So we decide
Motivations

• We the globe can compass soon,Swifter than the
  wandering moon.
• (Shakespeare)
• William Shakespeare about the power of fairies
  to circle the earth in no time.

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Paint with a Small Brush
Sensitize

• Have a clear product value proposition, but
• Assume the target country, markets, segments are
  unique until proven otherwise.
• Evaluate whether market is
• Ahead, Behind, Just different?
• A place to make money or
• A Test lab lessons fed back into design.
• Win Reference Accounts

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Cultural
Sensitize

• Country-by Country sensitivity
• Language/Interpretation
• Meetings
• Dress
• Protocols
• Expectations

If I'm conversing with you, I'll speak your
language. If I'm buying from you, you speak my
language. (Japan.Inc. article)
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Local Consultants
Sensitize

• Can be expensive but you can buy
• Sage advice based on deep local knowledge.
• Indirect knowledge derived from other clients
  engagements.
• Short cut access to decision makers, investors,
  and inside process information.
• Credibility with large target customers.

hmmn this wont be cheap
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Product Design Definition
Sensitize

• Design with localized languages in mind dont
  hardwire English.
• Allow local SI plug-in value add.
• Allow for easy re-branding.
• Simultaneous multi-country release.
• Country / Industry standards
• Remote Supportability

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Communication is Key!
Sensitize

• Time zones
• Cultural
• Language
• Email
• Telephone
• Person-to-Person
• Trust

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Japan Experience
Lessons

• Relationship with right local partner is key.
• Right means has access to your target market, is
  respected, is motivated.
• Hi language barrier and high cultural.
• High quality/support expectation, but when you
  win the business youre IN!
• Cost of doing business very high but customers
  can afford to pay

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What Worked in Japan
Lessons

• Offer a Stable/Reliable Product at Premium Price
• Technically Differentiate
• Brand Leadership Position
• Strong Local Presence
• Strong Channel Partner in Japan
• Personal Relationships

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What Didnt Work in Japan
Lessons

• Product Quality Support are key.
• Demos without product close behind.
• Must show constant innovation path (future!)
• Marketing important but
• Just have a great technically sound product and
  design engineers to prove it.
• free evaluation system please
• Needed hunters, not farmers

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Take Aways
Conclusions

• Be Clear on Motivations to go Global.
• Critical to Sensitize Ourselves to Global
  Marketing Issues.
• Lessons Indicate
• 4 Ps of Marketing still apply
• 1 P People are key to success!

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Thank You Good Luck in 03!
End

• Contact
• 1 978 335 1712
• StewartHampton
• _at_Hotmail.com