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Abstract(s)
Ao longo do presente estudo, serão analisados aspetos cruciais do desenvolvimento e implantação de um plano de marketing internacional no mercado da Indonésia para a indústria metalomecânica. O plano será desenvolvido com base na estrutura sugerida por Cateora, Gilly e Graham, em 2013. Este divide-se em quatro principais capítulos definidos como análise preliminar, definição do mercado e marketing mix, desenvolvimento do plano de marketing e implementação e controlo.
A primeira etapa passa por uma análise interna da empresa, uma análise macro da envolvente internacional e a definição dos critérios de internacionalização. No final do capítulo pretende-se ser capaz de responder às perguntas: Porquê? O quê? Como? E para quem? Tendo em conta os resultados obtidos, procede-se à segmentação, targeting e posicionamento da marca no mercado, acompanhado de uma análise de estandardização/adaptação dos elementos do marketing mix. Após a definição do mercado-alvo, é desenvolvido o plano de marketing internacional a adotar aquando da entrada no mercado da Indonésia. Este último ponto é composto pela orçamentação e cronograma das atividades. Por fim, procede-se ao planeamento do controlo e avaliação das atividades de marketing programadas e define-se o plano de contingência para o caso da estratégia inicial não ser bem-sucedida.
A definição do destino de internacionalização foi suportada por aspetos decisivos que destacaram a Indonésia como país de eleição para iniciar a entrada das máquinas ADIRA no mercado da Ásia central. A centralidade geográfica e taxa de crescimento económico foram alguns dos fatores de ponderação da decisão. A metodologia em que o seguinte plano está assente é a de action research, sendo que o estudo é desenvolvido no local de ação, conjugando os conhecimentos teóricos e a experiência prática do estágio.
Throughout this study, we will analyze key aspects of the development and implementation of an international marketing plan for the Indonesia market in the metal forming industry. The plan will be developed based on the structure suggested by Cateora, Gilly and Graham, in 2013. It will be divided into four main chapters defined as preliminary analysis, market definition and marketing mix, development of the marketing plan and implementation and monitoring plan. The first stage involves an internal analysis of the company, a macro analysis of the international environment and the definition of international criteria. At the end of this chapter we will be able to answer to the questions: Why? What? How? And for whom? Taking into account the results obtained, we’ll proceed to the segmentation, targeting and positioning of the brand in the market, accompanied by an analysis of the standardization/adaptation strategy of the marketing mix elements. Once the target market defined, it is developed the international marketing plan to adopt when entering the market of Indonesia. This last point is composed by the budget and schedule of activities. Finally, we proceed to the monitoring and evaluation planning for the marketing activities and set up a contingency plan in case the initial strategy does not succeed. The definition of the internationalization destiny was based on decisive aspects that highlighted Indonesia as a country of choice to start the entry strategy of ADIRA machines in the Central Asian market. The geographical centrality and economic growth rate were some of the decision factors. The methodology in which the following plan is based is the action research, since the study is developed on the site of action, combining the theoretical knowledge and the practical experience of the internship.
Throughout this study, we will analyze key aspects of the development and implementation of an international marketing plan for the Indonesia market in the metal forming industry. The plan will be developed based on the structure suggested by Cateora, Gilly and Graham, in 2013. It will be divided into four main chapters defined as preliminary analysis, market definition and marketing mix, development of the marketing plan and implementation and monitoring plan. The first stage involves an internal analysis of the company, a macro analysis of the international environment and the definition of international criteria. At the end of this chapter we will be able to answer to the questions: Why? What? How? And for whom? Taking into account the results obtained, we’ll proceed to the segmentation, targeting and positioning of the brand in the market, accompanied by an analysis of the standardization/adaptation strategy of the marketing mix elements. Once the target market defined, it is developed the international marketing plan to adopt when entering the market of Indonesia. This last point is composed by the budget and schedule of activities. Finally, we proceed to the monitoring and evaluation planning for the marketing activities and set up a contingency plan in case the initial strategy does not succeed. The definition of the internationalization destiny was based on decisive aspects that highlighted Indonesia as a country of choice to start the entry strategy of ADIRA machines in the Central Asian market. The geographical centrality and economic growth rate were some of the decision factors. The methodology in which the following plan is based is the action research, since the study is developed on the site of action, combining the theoretical knowledge and the practical experience of the internship.