Univerzitet Educons

Fakultet poslovne ekonomije

Sremska Kamenica

SEMINARSKI RAD
International Marketing

Student:

Mentor:

Silvia Kajari

Prof. Gordana Vladisavljevi

Sremska Kamenica, Decembar 2014

Table of Contents
Table of Contents...........................................................................................................1
Managers.......................................................................................................................2
What is international marketing?...........................................................................2
The International Marketing Environment............................................................3
Implementation of the marketing plan..................................................................3
Social Media at Ford..................................................................................................3
Traditional Advertising at Ford................................................................................4
Ford co-op program...................................................................................................5
Bibliography:..................................................................................................................6

Marketing is a challenging and important part of business. Rapid changes in Internet

opportunities and in consumer tastes, intense global competition, privatized and
deregulated industries, accelerated technologies and maturing markets create
threats as well as opportunities for profit and non-profit organizations. Marketing
plays a major role in determining an organizations response to a rapidly changing
environment. Sophisticated marketing has become a dominant feature of dynamic
companies in the 21st century.

Managers
Managers around the globe are recognizing the increasing necessity for their
companies and organization to develop the skills, aptitudes and knowledge to
compete effectively in international markets.
The emergence of a more open world economy, the globalization of consumer tastes
and the unabated expansion of Internet access globally all increase the interdependency and interconnections of nation economies across the globe. The need
for managers to develop the skills to respond to these pressures affects companies
of all sizes.

What is international marketing?

International marketing involves the firm in making one or more marketing mix
decisions across national boundaries. At its most complex, it involves the firm in
establishing manufacturing/processing facilities around the world and coordinating
marketing strategies across the globe. At one extreme there are firms that opt for
international marketing simply by signing a distribution agreement with a foreign
agent who then takes on the responsibility for pricing, promotion, distribution and
market development. At the other extreme, there are huge global companies such as
Ford with an integrated network of manufacturing plants worldwide and who operate
in some 150 country markets. Thus, at its most complex, international marketing
becomes a process of managing on a global Licensed to: scale.

The International Marketing Environment

The key difference between domestic marketing and marketing on an international
scale is the multi-dimensionality and complexity of the many foreign country markets
a company may operate in. An international manager needs a knowledge and
awareness of these complexities and the implications they have for international
marketing management.

Implementation of the marketing plan

Having agreed the overall marketing strategy, plans for implementation are required
at a central and local subsidiary level. Firms usually allocate resources to individual
subsidiaries on a top-down basis, but this needs to be modified to include the special
allocations made to enable foreign subsidiaries to resource specific market
opportunities or difficulties encountered in particular markets.
Agreement is reached through a process of discussion between the operating
department and management levels. Detailed budgets and timescales can then be
set for all areas of marketing including those outside agencies (such as marketing
researchers, designers and advertising agencies) in order to ensure that their
contributions are delivered on time and within the budget. Some allowance must be
made for those activities which might be more difficult to estimate in terms of cost or
time, such as research and development of new products.

Social Media at Ford

Social media is now a mainstream communication channel. Companies such as Facebook,
LinkedIn, Zynga and others are publicly traded, and companies, media and individuals are
using these platforms at an unprecedented rate. Facebook alone, for example, has more than 1
billion active users.
We are using social media platforms such as Facebook, Twitter, Google+, Instagram, YouTube
and others to connect with customers and get the word out earlier than ever about our new
products. Ford was the first automaker to reveal vehicles via social media and social gaming.
In 2010, for example, instead of revealing the new Ford Explorer at an auto show or using
another traditional marketing approach, we introduced the vehicle first to our fans on
Facebook. In 2012, we launched the all-new Ford Escape through Escape Routes, a campaign
that combined social media and a primetime television reality show.

Traditional Advertising at Ford

Finally, we use traditional advertising to inform consumers about our products and our
corporate performance. We use three primary advertising strategies: corporate-level
communications about Ford Motor Company, advertising about our brands and specific
products, and dealer-level product advertising. The goal of these advertising strategies is to
sell vehicles. But just as important, we are aiming to increase general awareness about the
excellence of our products and our corporate performance among people who are not yet in
the market for a vehicle. To develop new products, we respond to market demands through
our market research and product development efforts. Through our advertising, we hope to
increase interest in and preference for our vehicles and our Company, based on the excellence
of our products and the positive actions of the Company.
As part of our ONE Ford transformation, we are working to improve the effectiveness of our
advertising communications by involving dealers more closely in the development of our
advertising strategies. Dealers communicate with our customers every day, and they have
special knowledge about consumers needs and wants. We included our dealers from the start
in our Drive One campaign. In fact, prior to developing Drive One, we sought input from our
entire Ford dealer body, and that feedback informed the campaigns development. Together
we arrived at a campaign that works at the corporate, brand, product and dealer levels.

Ford co-op program

Ford Motor Co. is joining other automakers in using advertising co-op funds to get its 3,200
U.S. dealerships to do more digital advertising.As part of a new program this month, Ford is
requiring dealers to spend 25 percent of reimbursement-eligible advertising dollars for digital
media, said Rich Savino, dealer principal of All American Ford of Old Bridge (N.J.) and a
member of the Ford National Dealer Council.In July, the figure doubles to 50 percent of co-op
ad spend for digital media, Savino said.Dealers earn co-op reimbursement money based on
the number and cost of cars they buy. Under the old co-op system, dealers could get
reimbursed for money spent on advertising no matter the mix of media.Ford worked closely
with dealers to change the co-op mix as an incentive to make greater use of digital marketing.
Dealers are eligible for co-op funding if they manage their own digital advertising spending or
select third-party vendors or a FordDirect program for assistance.

Bibliography:
https://www.cengagebrain.co.uk/content/doole07630_1844807630_02.01_chapter01.
pdf
http://corporate.ford.com/microsites/sustainability-report-2012-13/people-customersawareness

http://www.autonews.com/article/20140113/RETAIL/301139986/ford-co-op-programpushes-more-digital-ads