Chapter 5Introduction to the Marketing Framework for Our Analysis
The art of war, then, is governed by five constant factors, to be taken into account in one's deliberations, when seeking to determine the conditions obtained in the field.
—Sun Tzu, The Art of War
Understanding How to Position Your Market Offering
Because there are so many factors to consider and compare in establishing your international market development strategy, we will begin with the basics in this chapter and use an adaptation of the original 4Ps of Marketing and the Marketing Mix framework as a construct for our analyses. We will focus primarily on expansion into emerging markets.
Why are we using the 4Ps of Marketing as the framework? Simply because this framework embodies the foundational principles of marketing—it is Marketing 101. Further, the Ps (Product, Price, Place, Promotion) are essential components in the formulation of any business strategy and are relatable at a fundamental level.
This framework will be a very practical and essential structure, not only for understanding your competitor's strategy, but also for creating your own. The right combination of Ps for your target segment (The Marketing Mix) will mean the difference ...
Get The China Factor now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
