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0:00
Hello, my name
is Demetris Vrontis.
And I am
a Professor of Marketing
and the Dean
of the School of Business
at the University
of Nicosia in Cyprus.
I am also visiting faculty
for Henley Business School
at the University of Reading,
a visiting research fellow
at Manchester Metropolitan
University
and Leeds
Metropolitan University.
An external examiner
for Nottingham Trent University,
a visiting professor
for Vorarlberg University
in Austria
and an external examiner
of the Cape Peninsula University
of Technology in South Africa.
I am the Founder and President
of the EuroMed
Research Business Institute
and the EuroMed Academy
of Business
as well as the founding editor
of the EuroMed Journal
of Business
published by Emerald.
In my presentation,
I will be discussing
International Marketing Planning
with specific reference
and relation
to the long debated issue
of standardisation
and adaptation.
0:56
For those of you wishing
to find more information
about the EuroMed,
standing for European
and Mediterranean
Research Business Institute
and the EuroMed Academy
of Business,
you can visit the website
at www.emrbi.com.
And for those interested
to find more about
the EuroMed Journal of Business,
in the website,
www.emeraldinsight.com/emjb.htm.
1:27
An outline of my presentation
on international
marketing planning,
with emphasis as we said
earlier on adaptation
and standardisation,
is provided in this slide.
This is what I call the,
Vi.Mi.S.O.S.T.A.C,
which is basically the initials
for an acronym "Vi" for Vision,
which is basically,
what is the desired future,
principal goals and direction
of our organisation
in the various
international markets?
"Mi" stands for Mission.
What are the core
corporate values?
These are basically the beliefs
that are shared
among stakeholders
and provide a framework within
which marketing plans
are prepared and executed.
"S" stands for Situation Analysis,
which is, where are we now?
Giving us the internal
and external analysis
and the outcome of it.
S.W.O.T analysis.
Objectives that stands for,
where do we want to go?
Strategy, how do we get
there-the broad direction?
Strategic models to be used.
Tactics, how do we get there,
the details,
the steps of strategies?
And "A" for Action.
What are
the specific actions required
to put the plan to work?
And, finally, Control.
How do we get and how do we know
we have arrived?
Measurement, monitoring,
reviewing, updating,
and modifying,
these should be looked
and will be discussed in detail
in various international markets.
And the input
and affect of adaptation
and standardisation
will be discussed throughout
this planned process.
