Workshop Marketing Internacional

Escola Superior de Tecnologia de Abrantes
10h00-12h30, 22 de Outubro de 2009

(Inscrições limitadas a 20 participantes.

Workshop ministrado em inglês – trabalhos práticos em português)

Strategies for Internationalisation
Challenges and Opportunities
por

Gavin Eccles*

The decision to internationalise should not be taken lightly, and many organisations have failed badly in their approach in taking their products to foreign markets.  With this in mind, the workshop will help participants to understand the challenges faced in internationalising, as well as highlight a series of key steps and tools that can assist the process.

The workshop will allow participants to review key ideas in what constitutes success to selling outside the home market, as well as review best practice and mistakes made by other businesses in their approach.  Such cases and insights provide valuable information that can be taken back into the workplace to assist business success.

Workshop Objectives:

To understand the range of tasks involved in internationalisation – strategies and tactics to support success
To be able to advise the organisation on whether to go international and the key questions involved in this strategic decision
Establish the ways of reducing risk in planning the organisations’ international strategy
Approaches to implementing an effective international strategy – consideration and understanding of the key principles of ‘Think Global, Act Local’
To utilise International cases studies to support the transition from one marketplace to another – pitfalls in the process…

Workshop Outline:

The Importance of Marketing in an International Environment:
Contextual elements of global operations – Changes in world trade and global drivers
International customer behaviour – SLEPT factors and stages of development
Understanding the International Market:
Planning for international marketing and the strategies available for market entry
Standardisation versus Adaptation – the successes and challenges of each and what makes the transition from Global to Local…
Managing the International Mix:
Managing positions and knowing what to say/communicate/ promote, in an international arena – ‘criteria for success’
The process of global operations – Managing resources; Human and operational resources – What gets in the way of adapting brands – Overcoming the shortfalls!

* Gavin Eccles é Professor de Marketing e Consultor Executivo com 15 anos de experiência em gestão e marketing estratégico. Tem sido responsável por garantir o sucesso das estratégias e planos de marketing, de comunicação e de negócios de diversas organizações internacionais espalhadas pela Europa, Médio Oriente e África, em empresas como a Sony Ericsson, British Airways, American Airlines, Marks and Spencer, Syngenta, Shell, BBC, Guinness, Marriott Hotels, etc., bem como de várias organizações do sector público. Em Portugal tem desenvolvido projectos para a NAER e Ana Aeroportos, Turismo de Portugal, AIP, Somague, Metro de Lisboa, etc.

Doutorado em Gestão de Marketing Estratégico, Gavin Eccles é regularmente docente convidado em cursos pós-graduados, designadamente na University of Surrey (UK), no ISCTE, ISEGI, IPTD e AESE.

Gavin Eccles é ainda autor e co-autor de diversos artigos e livros sobre a evolução do papel do marketing e da gestão estratégica.

Foi distinguido com o prémio British Airways Award for ‘Performance’ pelo seu contributo no desenvolvimento de estratégias de marketing internacional