The China Factor

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

Chapter Outline

1. Understanding How to Position Your Market Offering
2. Framework for Analysis
   1. Stage 1: Market Segmentation
   2. Stage 2: Target Market Selection
   3. Stage 3: Defining and Applying the New 5Ps Marketing Framework
   4. Stage 4: Positioning and the Marketing Mix

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 ...